Pandjaitan, Dorothy Rouly H. and Mahrinasari, Mahrinasari (2019) THE ROLE OF GENDER MODERATION IN GREEN MARKETING EFFECT ON THE DECISION OF PURCHASING BODYSHOP COSMETIC PRODUCT IN BANDAR LAMPUNG. In: 2nd ICEBE (International Conference of Economics Bussiness & Enterpreneurship) Future Opportunites and Challenges of Bussiness in Digital Era, 1 November 2019, Swiss Bell Hotel Bandar Lampung.
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THE ROLE OF GENDER MODERATION IN GREEN MARKETING EFFECT ON THE DECISION OF PURCHASING BODYSHOP COSMETIC PRODUCT IN BANDAR LAMPUNG.pdf Download (42kB) | Preview |
Abstract
The concept of green marketing is growing along with the demands of people who are increasingly aware of the protection of the environment. In line with that, many companies are initially competing to attract the attention of the customers with the matters related to the environment. Green marketing comes by seeing the needs, wants, and desires of the customers who concern about the preservation of the environment. The purpose of this research is to identify the green marketing through gender roles in purchasing decision of the customer towards the Body Shop product in Bandar Lampung. The data analysis technique used the SEM-PLS technique. The result of the research showed that Gender as the moderator variable has no significant positive effect in the green marketing effect towards the decision in purchasing the product. Keywords: green marketing, purchasing decision.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | A General Works > AC Collections. Series. Collected works |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen |
| Depositing User: | Dr DOROTHY ROULY PANDJAITAN |
| Date Deposited: | 14 Nov 2019 10:55 |
| Last Modified: | 14 Nov 2019 10:55 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/15563 |
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