Pengaruh Bauran Pemasaran Berwawasan Green Marketing Terhadap Keputusan Pembelian (Survei Pada Pembeli Yang Menghuni Perumahan Ijen Nirwana Malang)

Ayu Devi Hanifah • Zainul Arifin • Kadarisman Hidayat

Download full text
(Bahasa Indonesia, 10 pages)


This type of research is an explanatory quantitative approach. This research carried out in Housing Ijen Nirwana Malang Jl. Ijen Malang Block A No. 16 Malang. Methods of data collection using the questionnaire. The sample in this study were 75 respondents. The sampling technique used was simple random sampling. Descriptive data analysis and multiple linear regression analysis. The results showed that: The effect of Marketing Mix insightful Green Marketing which consists of variables Product, Price, Place, and Promotion have simultaneously influence on purchase decision is significant. The effect of variable products to the buying decision is significant. The effect of the variable purchase price the Decision is significant. The effect of on Purchase Decision Points variable is significant. Effect of Promotion of the Purchase Decision variables are significant. For Management Perumahan Ijen Nirwana Malang should further improve what is the slogan in offering housing to consumers which is about greening. More particularly on the products offered, the beauty of the place to be created around the greening of the housing, the price is adjusted to the condition of existing homes in the housing and the promotion of further improved to meet all space is still empty




Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more