FACTOR ANALYSIS OF GREEN MARKETING MIX IN PURCHASING DECISIONS OF SUBANG DISTRICT LE MINERALE CUSTOMER
Keywords:
factor analysis, green marketing mix, customer purchase decisionAbstract
Environmental problems have become a concern of the wider community, one of the causes of environmental problems such as environmental pollution, both land and sea pollution, is plastic waste. Based on these problems, consumers are starting to become aware of the impact of the products they use on environmental sustainability, so consumers decide to switch to using products that are easy to recycle and are more environmentally friendly. many companies are starting to change their marketing strategies based on their concern for the environment, which is known as "Green Marketing". The company's goal of implementing green marketing is to obtain added value, and competitive advantage, and produce products that are more environmentally friendly. This research aims to analyze what green marketing mix factors are taken into consideration by consumers in making purchasing decisions for Le Minerale products in Subang City. The research was conducted using quantitative methods with data analysis techniques using factor analysis. The population in this research is consumers of Le Minerale products in Subang City whose population cannot be measured with certainty. The research sample consisted of 105 respondents who were consumers of Le Minerale products in the Subang district.
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