The Marketing Mix In Green Marketing Toward Consumers Choice Of Indonesia's Traditional Natural Colored Batik
MEGANTARA, PANDU (Adv.: Yulia Arisnani, Dra., M.B.A., Ph.D.), Yulia Arisnani, Dra., M.B.A., Ph.D.
The marketing mix had been one of the variables that can reflect towards the consumerÂ’s choice of a product. In addition, the additional knowledge variable is also important to determine the effect to the consumerÂ’s choice. The product focuses on the IndonesiaÂ’s traditional natural colored batik, which represents the real batik of Indonesia. Focusing on the product that represents an identity of the environment can lead to a further sustainability in the future.
Quantitative method is implemented to find the result and analysis of the marketing mix and the additional knowledge variable affecting toward consumerÂ’s choice. The result shows that two variables of the marketing mix (product and promotion) and knowledge affect significantly towards consumerÂ’s choice variable.
Kata Kunci : marketing mix, green marketing, sustainability, consumerÂ’s choice
