GREEN CONSUMER’S BEHAVIOR, PRICE, AND BRAND IMAGE INFLUENCE ON CUSTOMER SATISFACTION OF LE MINERALE GALLON
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
Solid State Technology
Abstract
Twitter users are discussing the latest product from Le Minerale which is a disposable
gallon. They think that Le Minerale’s disposable gallons are considered not environmentally
friendly. The government through the Ministry of Environment and Forestry has issued a
policy on the reduction of waste by producers. However, PT Mayora Indah Tbk as Le
Minerale manufacturer still uses disposable gallons. Although it has been regulated by the
regulation of the Minister of Environment and Forestry, there are still consumers who
complain about the gallon of Le Minerale. Therefore, further research is needed to find out
how respondents responded to Green Consumer's Behavior, Price, and Brand Image to
Customer Satisfaction with Le Minerale Gallon. Research method used is descriptive and
verification method. While the data to support this research is secondary data and primary
data. The population of this study was a customer of Le Minerale gallons in West Java by
taking representative samples. The analysis tool used is logistic regression analysis. The
sampling technique used is Accidental Sampling. The results of this study showed that price
and brand image positively affect customer satisfaction, while green consumer's behavior has
no effect on customer satisfaction. Therefore, it is recommended to the company to pay
attention to the price and brand image so that consumers feel satisfied with Le Minerale
gallon products.
Description
Keywords
Green Consumer’s Behavior, Price, Brand Image, Satisfaction