PENGARUH GREEN MARKETING TERHADAP KEPUASAN KONSUMEN (Studi Kasus Bisnis kuliner di kota Bandung)
No Thumbnail Available
Date
2015-05-05
Journal Title
Journal ISSN
Volume Title
Publisher
Seminar Nasional Kewirausahaan dan Inovasi Bisnis V, Universitas Tarumanagara
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.
Description
Keywords
Green Marketing, Customer Satisfaction