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The role of green marketing tools towards purchase intention case study: PT Toyota Astra Motor
Ghifari Rizki Bintang Hutomo (2018) | Skripsi | Manajemen
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In this globalization era, the worldwide society has been more concern about the environment. It is because of the environmental pollution that keeps increasing and causes a lot of problems in the world. This fact makes a lot of people and organization in Indonesia realized the importance of maintaining the environment and also ready to change their habits. One of the companies that cares about the environment is PT. Toyota Astra Motor Indonesia (TAM). This company engaged in automobile industry. This company made a green marketing program to reduce their negative impact on environment and also to attract the consumer intention. This research will show how the environmental issue could affect the consumer attitude and also purchase intention in the automobile industry. This study used questionnaire developed by likert scale. Data collection utilize google docs which are distributed to 380 respondent. Data analysis are using validity & reliability test, descriptive, and SEM analysis. The result is green marketing have a significant influence on attitude. In addition, green marketing tools are strong enough for affecting purchase intention via attitude. Keywords: Green Marketing, Green product, Environmental Advertising, Attitude, and Purchase Intention.