PENGARUH GREEN MARKETING TERHADAP KEPUASAN KONSUMEN (Studi Kasus Bisnis kuliner di kota Bandung)

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PENGARUH GREEN MARKETING TERHADAP KEPUASAN KONSUMEN (Studi Kasus Bisnis kuliner di kota Bandung)

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Title: PENGARUH GREEN MARKETING TERHADAP KEPUASAN KONSUMEN (Studi Kasus Bisnis kuliner di kota Bandung)
Author: Wiludjeng, Sri; Putri, Rr.Azhrie Koeswardhani
Abstract: Today the environmental problem is a complex issue that it should receive serious attention. Environmental problems began much discussion since the convening of the United Nations conference on environment in Sochlom Sweden on June 15, 1972. This is an opportunity for the business world in order to attract consumers through Green Marketing. The purpose of this study to determine the respondents about Green Marketing through marketing strategies Green Product, Green Price, Green Place and Green Promotion, and as well as to determine customer satisfaction as well as to determine how much influence the Green Marketing on Consumer satisfaction in the field of culinary business in Bandung . The method used is descriptive method and the sampling technique used was accidental sampling. Statistical analysis used is multiple regression analysis. The results showed that the Green Marketing through Green Product, Green Price, Green Place and Green Promotion significantly influence consumer satisfaction., This study suggests that manufacturers are sensitive to global environmental issues that will be noticed in doing business's security, consumer convenience by offering kosher product, equipped with a label of BP-POM, ISO from relevant institutions. Besides, it also advised the producers who are willing to be able to set the price paid by consumers, service and timely ethical and unethical promotion anyway.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/7249
Date: 2015-05-05


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