| dc.description.abstract | The growth of the industrial world increasingly fast apparently had an
impact on social and environmental problems. The emergence of awareness of
environmental problems trigger the industry to deliver the marketing concept
which emphasizes environmental issues, or more commonly known as green
marketing. One of the market participants who implement a green marketing
strategy is a mini market Serambi Botani-Botani Square, Bogor.
Researcher identify the attributes that applied in the green marketing
strategies with methods of observation and interviews with the Serambi
Botani. The result determine that the attribute which applied Serambi Botani in
the application of green marketing is composed of green input; composition of the
product, raw material characteristics, the presence of preservatives, and organic
agricultural raw materials. Attributes of green process; efficient energy use, waste
production processes, and endurance (durability) of the product. Attributes of
green output includes; biodegradable packaging, green labeling, product
innovation, design room, displays of wood products, grafity persuasive, and
shades of natural green. In addition there are supporting attribute / used to attract
additional customers but there are not part of the green marketing is the existence
of TV information, labeling of IPB, and product samples for hedonic test.
This study aims to analyze the relationship between attributes of green
marketing influence on consumer purchasing decisions. This research is
explorative by using the questionnaire as a tool to collect data with the number of
respondents were 85 respondents. Test samples used were descriptive analysis,
Second Order Confirmatory Factor Analysis (2ndCFA), and Fishbein attitude
model.
Based on the results obtained that Serambi Botani has applied proper
positioning and targeting, namely as a pioneer store on the quality of health
products, natural, hygienic, and free from chemicals. Positioning accuracy of the
product and provide satisfaction to customers has resulted Serambi Botani avoid
from green marketing myopia. It can be known from the characteristics of
consumers who receive a positive stimulus to buy in Serambi Botani.
From the analysis 2ndCFA known that consumers are more influenced by
attributes of green output with a coefficient of influence, green input attributes by
coefficient of influence 0.83, and supporting attributes with influence coefficient
0.63. Green attributes as well as the influence of the process with coefficient -
0.22. Based on test Thitung know that the green input attributes, green output, and
supporting attributes significantly influence on purchase decisions. While green
process attribute does not affect significantly of product purchase decisions by
consumers… | id |
