Sari, Evi Kurnia and , Ir. Irmawati, S.E., M.Si. (2025) Analisis Pengaruh Green Marketing Mix Dan Product Knowledge Terhadap Perilaku Pembelian Produk Teh Kotak Dengan Variabel Niat Beli Sebagai Variabel Mediasi. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Plastic packaging is one of the environmental damage factors caused by sustainable consumption patterns. Environmentally friendly products are an alternative for companies in preserving the environment. One of the innovations in changing plastic packaging is green product packaging that is environmentally friendly. This study aims to examine the impact of green marketing mix and product knowledge on purchasing behavior of teh kotak products, with purchase intention as a mediating variable. This study uses quantitative methods and data are analyzed using Smart PLS. The research sample consisted of 131 respondents selected by purposive sampling through a questionnaire. The results showed that green marketing mix has a positive and significant effect on product purchasing behavior, while product knowledge does not have a significant effect. Green marketing mix also has a positive effect on purchase intention, but not so with product knowledge. Purchase intention has a positive effect on product purchasing behavior, mediates the relationship between green marketing mix and product purchasing behavior, but cannot mediate the relationship between product knowledge and purchasing behavior
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | JOURNAL OF ECONOMIC, BUSINESS, AND ACCOUNTING (COSTING) INSTITUT PENELITIAN MATEMATIKA KOMPUTER, KEPERAWATAN, PENDIDIKAN, DAN EKONOMI (IPM2KPE) (Terakreditasi SINTA 4 No SK 158/E/KPT/2021) Volume 7 No 1 (Januari 2025) |
| Uncontrolled Keywords: | Green Marketing, Product Knowledge, Purchase Intention, and Purchase Behavior. |
| Subjects: | H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HD Management, Business and Labor > Management > Marketing Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | EVI KURNIA SARI |
| Date Deposited: | 18 Jan 2025 01:58 |
| Last Modified: | 18 Jan 2025 01:58 |
| URI: | http://eprints.ums.ac.id/id/eprint/130015 |
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