CD Skripsi

The Influence Of Green Marketing Mix Concept Awareness On Gen Z's Uniqlo Purchasing Decisions

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ABSTRACT
This study aims to analyze the influence of green marketing mix concept awareness on Gen Z’s purchasing decisions for Uniqlo products in Pekanbaru. The green marketing mix consists of four dimensions: green product, green price, green place, and green promotion. A quantitative research method was employed with purposive sampling targeting 140 Gen Z respondents who are Uniqlo customers in Pekanbaru. Data analysis was conducted using SmartPLS to evaluate both measurement and structural models. The results indicate that green product, green price, green place, and green promotion have a significant influence on Gen awareness of Uniqlo’s green marketing practices, the higher their purchasing tendency. The implications of this study highlight the need for companies to enhance communication and transparency regarding their environmental initiatives to attract sustainability-conscious consumers, particularly in the Gen Z segment.
Keywords (English): Green Marketing, Green Product, Green Price, Green
Place, Green Promotion, Purchasing Decision, Gen Z, Uniqlo

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102113820

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102113820

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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