Pengaruh Green Marketing Terhadap Elemen Keputusan Pembelian Produk The Body Shop Di Botani Square, Bogor

Abstract

The rate of import cosmetics sales in Indonesia is experiencing a positive growth. There are a number of similar import cosmetics competing to attract consumers. Consumers need ideal cosmetic products, which is safe for health . The Body Shop offers cosmetic products that are suitable with the needs of a product that is as not only a natural cosmetic but also eco-friendly cosmetic or which is called as green cosmetics. The marketing concept is by raising environmental values, or better known as green marketing. This study aims to analyze the influence of green marketing on product purchasing decisions of The Body Shop of Botani Square using Structural Equation Modeling (SEM). The results of SEM analysis showed that green marketing has a positive influence on the buying decision element. Variables of green marketing that are green products, green place, and green promotion have positive and significant influence contributed to green marketing, except green price.