Mohammad Nadhif Al Ghassan, . (2024) ANALISIS PENGARUH GREEN MARKETING MIX TERHADAP MINAT BELI KONSUMEN IKEA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study examines the influence of the green marketing mix on IKEA consumer purchase intention in DKI Jakarta. The research sample consists of 100 respondents familiar with IKEA and residing in DKI Jakarta. This quantitative study utilizes primary data collected through Google Forms. The sampling technique employed is purposive sampling, and data analysis is conducted using SmartPLS 4 software. The findings reveal that green product significantly influences purchase intention. Sustainability attributes, such as recycled materials, resource efficiency, and eco-friendly design, attract consumers’ attention. IKEA's green products, including FSC-certified furniture and modular designs, strengthen its environmentally friendly image and enhance consumer interest. Green promotion also significantly affects purchase intention. IKEA's sustainability campaigns, such as recycling incentives and renewable energy use, foster consumer loyalty toward the brand. However, green price does not significantly influence purchase intention. Consumers prioritize quality and design over price, suggesting that IKEA should enhance communication regarding the sustainability benefits embedded in its pricing strategy. Green place has a significant impact, where IKEA's eco-friendly distribution strategies, such as renewable energy-powered stores and efficient supply chains, boost the brand's appeal. This study highlights the importance of green product, promotion, and place in driving purchase intention while identifying opportunities to improve green price strategies. Keywords: Green Product, Green Promotion, Green Price, Green Place, IKEA
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil; 2110111264] [Pembimbing; Drs. Nobelson MM., CPM] [Penguji 1; Prof. Dr. Prasetyo Hadi, SE., MM., CFMP] [Penguji 2: Dr. Supriyono M.M] |
| Uncontrolled Keywords: | Green Product, Green Promotion, Green Price, Green Place, IKEA |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | MOHAMMAD NADHIF AL GHASSAN |
| Date Deposited: | 17 Jan 2025 07:54 |
| Last Modified: | 24 Feb 2025 03:06 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34619 |
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