The Effect of Green Marketing Mix on Purchase Decision and Customer Satisfaction (Study on Independent Consultant of Jafra Cosmetics Indonesia in Malang)

Agnes Viani Parlan • Andriani Kusumawati • M. Kholid Mawardi
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • October 2016 Indonesia

Download full text
(English, 7 pages)

Abstract

The purposes are to examine the effect of green marketing mix on purchase decision; to examine the effect of green marketing mix on customer satisfaction; and to examine the effect of purchase decision on customer satisfaction. This research used explanatory research with the quantitative approach. The variables are green marketing mix, purchase decision and customer satisfaction. The collection of data obtained from distributing questionnaires to 118 JAFRA Independent Consultant in Malang. The sampling technique use purposive sampling. The analysis technique is path analysis. The path analysis result showed that Green marketing mix has significant effect on purchase decision; Green marketing mix has significant effect on customer satisfaction; Purchase decision has significant effect on customer satisfaction. Therefore, management of JAFRA Indonesia should be maintained and improved the indicators of green marketing mix through ensures all the products that exist is using natural ingredients and less chemical, especially from dangerous chemical. Campaign the green products through social media as the standart and lifestyle of healthy life. Using degradable materials for all the packaging. Improve the technology process to keep maintaining natural contain and the high quality of product. Add the product's feature significantly. Thus, the purchase decision and customer satisfaction will increase.

Metrics

  • 190 views
  • 579 downloads

Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

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