Analisis Green Marketing Mix Terhadap Keputusan Pembelian Dan Loyalitas Konsumen Produk L’occitane Di Kota Pekanbaru

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Today's competition in the world of beauty and body care products requires every bank to survive well. Therefore, each company is required to be able to increase satisfaction and consumer purchasing decisions, because both of these are important factors in determining success in the face of competition. Based on these problems, this study aims to determine the Effect of Green Marketing Mix on L’occitane Products Consumer Purchasing and Loyalty Decisions in Pekanbaru City.
This research was conducted on L’occitane Product Consumers in Pekanbaru City, the number of samples used was 129 people. Data collection techniques using questionnaires, and data analysis using SEM with version 3.0 SmartPls.
The results showed that: 1) There was the effect of Green Marketing Mix (green product, green price, green promotion, and green place) on purchasing decisions. 2) Effect of Green Marketing Mix (green product, green price, green promotion, and green place) on consumer loyalty. 3) there is an effect of the effect of Green Marketing Mix (green product, green price, green promotion, and green place) on consumer loyalty through purchasing decisions. 4) there is the influence of purchasing decisions on consumer loyalty.
Based on the results of the research, L’occitane in Pekanbaru City must be able to overcome the green product, green price, green promotion, and green place issues, in order to increase purchasing decisions and consumer loyalty.


Keywords: Green Product, Green Price, Green Promotion, Green Place, Purchasing Decision, and Consumer Loyalty

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 219 (0131)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2019

Deskripsi Fisik

xiii, 162 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 219 (0131)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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