PERAN PERCEIVED VALUE DALAM MEMEDIASI PENGARUH GREEN MARKETING TERHADAP PURCHASE INTENTION

Abstract

Green marketing refers to the satisfaction of the needs, wants and desires
of customers in relation to the maintenance and preservation of the environment.
The benefits obtained with the green marketing is to produce products that use raw
materials that are environmentally friendly (green product). This research was
conducted in the Carrefour shopping center and Hardy’s. The number of samples
taken are 100 responden, using purposive sampling and accidental sampling. The
analysis technique used is path analysis. Based on the results of research conducted
found that green marketing affect positively and significantly related to perceived
value, green marketing affect positively and significantly related to purchase
intention, perceived value affect positively and significantly related to purchase
intention, and perceived value to mediated a positive and significant effect of green
marketing to the purchase intention.