The Effect of Green Marketing Towards Purchase Behavior of Unilever's Products

BAGUS HERDADI, B.M Purwanto, Dr., M.B.A.

2021 | Skripsi | S1 MANAJEMEN

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh green marketing mix terhadap perilaku pembelian produk Unilever. Penelitian ini menganalisis pengaruh green product terhadap perilaku pembelian. Juga menganalisis pengaruh green price terhadap perilaku pembelian, green place of purchase behavior dan green promotion terhadap perilaku pembelian. Sampel yang digunakan dalam penelitian ini adalah warga negara Indonesia dengan rentang usia 18 hingga 55 tahun yang mengkonsumsi produk-produk Unilever. Metode pengumpulan data menggunakan metode purposive sampling dengan data akhir sebanyak 155 responden. Pengambilan penelitian menggunakan kuesioner dan disebar dengan bantuan google form. Hasil analisis penelitian menemukan bahwa green marketing mix berpengaruh positif terhadap perilaku pembelian produk Unilever. Berdasarkan hasil penelitian tersebut, implikasi manajerial bagi Unilever Indonesia perlu melanjutkan strategi pemasaran hijau mereka agar dapat bersaing dengan para pesaing karena strategi pemasaran hijau yang diterapkan sebagai poros keberhasilan strategi pemasaran. Lebih menekankan pada kualitas produk dan komitmen mereka terhadap lingkungan.

The purpose of this research is to analyze the effect of green marketing mix toward purchase behavior of Unilever's products. This research analyzes the effect of green products to purchase behavior. Also analyze the effect of green price of purchase behavior, green place of purchase behavior and green promotion to purchase behavior. Sample that is used in this research are Indonesia citizen with range of age from 18 to 55 years old that consume Unilever's products. The data collection method uses purposive sampling method with the final data as many as 155 respondents. Retrieval of research using a questionnaire and distributed with the help of google form. The results of the analysis of the study found that green marketing mix had a positive effect on purchase behavior of Unilever's products. Based on the results of these studies, the managerial implications for Unilever Indonesia needs to continuing their green marketing strategy in order to compete with the competitors because green marketing strategy that has implemented as pivot for successful marketing strategy. Emphasize more on the quality of the products and their commitment towards environment.

Kata Kunci : Green Marketing Mix, Purchase Behavior, Green Product