PERAN BRAND PREFERENCES DAN PRODUCT ATTRIBUTES, DALAM IMPLEMENTASI GREEN MARKETING, TERHADAP VOLUME PENJUALAN LOW COST GREEN CAR

  • Intan Widuri Sakti Universitas Widyatama, Bandung

Abstract

This study aims to identify and explain the effect of brand preferences and product attributes that implement green marketing simultaneously and partially on the sales volume of Low-Cost Green Car (LGCC). The research population was the Brio Satya car buyers at the PT. Imperial Putra Perdana, Bandung, with a total sample of 110 respondents. The sample was taken using a random sampling technique. The data analysis used is path analysis. The results showed that the variable brand preferences and product attribute partially and simultaneously significantly affected LCGC sales volume.


Keywords: brand preferences, green marketing, product attributes, selling volume

Published
2022-08-04
How to Cite
SAKTI, Intan Widuri. PERAN BRAND PREFERENCES DAN PRODUCT ATTRIBUTES, DALAM IMPLEMENTASI GREEN MARKETING, TERHADAP VOLUME PENJUALAN LOW COST GREEN CAR. BISMA: Jurnal Bisnis dan Manajemen, [S.l.], v. 16, n. 2, p. 107-113, aug. 2022. ISSN 2623-0879. Available at: <https://jurnal.unej.ac.id/index.php/BISMA/article/view/33811>. Date accessed: 05 feb. 2023. doi: https://doi.org/10.19184/bisma.v16i2.33811.
Section
Articles

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