PENGARUH GREEN MARKETING DAN GREEN PACKAGING TERHADAP PERILAKU KONSUMEN GUARDIAN SUPERMARKET SURABAYA

Penulis

  • Franky Prasetyo Mulyono Universitas Negeri Surabaya
  • Raya Sulistyowati Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v11n3.p351-362

Kata Kunci:

Green Marketing, Green Packaging, Perilaku Konsumen

Abstrak

Tujuan penelitian ini yaitu untuk mengetahui pengaruh green marketing dan green packaging terhadap perilaku konsumen Guardian Supermaket Royal Plaza Surabaya. Sampel terdiri dari 330 responden yang merupakan pengunjung Guardian yang pernah membeli di Guardian, mengetahui green marketing dan green packaging pada Guardian. Teknik pengambilan sampel yang digunakan yaitu purposive sampling. Teknik pengumpulan data menggunakan angket online berupa google form, analisis data menggunakan software SmartPLS 3.0. Hasil penelitian ini membuktikan bahwa green marketing berpengaruh positif terhadap perilaku konsumen dan green packaging berpengaruh positif terhadap perilaku konsumen.

Unduhan

Data unduhan belum tersedia.

Unduhan

Diterbitkan

2024-04-30

Cara Mengutip

Mulyono, F. P., & Sulistyowati, R. (2024). PENGARUH GREEN MARKETING DAN GREEN PACKAGING TERHADAP PERILAKU KONSUMEN GUARDIAN SUPERMARKET SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 12(1), 9–19. https://doi.org/10.26740/jptn.v11n3.p351-362

Terbitan

Vol 12 No 1 (2024)

Bagian

Article

Lisensi

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

Jurnal Pendidikan Tata Niaga (JPTN) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Creative Commons License

Abstract views: 423 , PDF Downloads: 701