PENGARUH GREEN MARKETING DAN GREEN PACKAGING TERHADAP PERILAKU KONSUMEN GUARDIAN SUPERMARKET SURABAYA

THE INFLUENCE OF GREEN MARKETING AND GREEN PACKAGING ON CONSUMER BEHAVIOR GUARDIAN SUPERMARKET SURABAYA

Tujuan penelitian ini yaitu untuk mengetahui pengaruh green marketing dan green packaging terhadap perilaku konsumen Guardian Supermaket Royal Plaza Surabaya. Sampel terdiri dari 330 responden yang merupakan pengunjung Guardian yang pernah membeli di Guardian, mengetahui green marketing dan green packaging pada Guardian. Teknik pengambilan sampel yang digunakan yaitu purposive sampling. Teknik pengumpulan data menggunakan angket online berupa google form, analisis data menggunakan software SmartPLS 3.0. Hasil penelitian ini membuktikan bahwa green marketing berpengaruh positif terhadap perilaku konsumen dan green packaging berpengaruh positif terhadap perilaku konsumen.

The reason of this study is think about the effect of green marketing and green packaging on consumer behavior at Guardian Supermarket Royal Plaza Surabaya. The sample consisted of 330 respondents who were visitors to the Guardian who had purchased at the Guardian, knew about green marketing and green packaging at the Guardian. The sampling technique used is purposive sampling. Data collection techniques used online questionnaires in the form of Google forms, data analysis using SmartPLS 3.0 software. The comes about of this think about demonstrate that green marketing incorporates a positive effect on consumer behavior and green packaging features a positive impact on comsumer behavior.