PENGUKURAN INTENSI PEMBELIAN KONSUMEN TERHADAP PRODUK ELEKTRONIKA BERBASIS KONSEP PEMASARAN HIJAU

Abstract

Electronic waste (e-waste) is currently a global issue which has a negative impact on the
environment people and health. The negative impact has begun to spur the electronic
industry in the World and in Indonesia to create environmentally friendly products and
management of waste arrangement to be recycled. This study aims to analyze the effect of
green marketing on intention decisions based on Zam-Zam electronic green product shop
in Klaten City Central Java. The sample is 120 respondents of electronic product buyer
consumers. The sampling technique is done by non random- purposive sampling. The
variables used in the study include green product quality activities and green
promotional improvement as an independent variable and green product purchasing
intention as the dependent variable. Test of the statistics model done by SPSS 21. Model
tests include the validity and reliability of questionnaire items, normality test, correlation
coefficient test, multiple linear regression test, partial test (t test), simultaneous test (F
test) and determination coefficient test (R2 test). The results of the study prove that the
quality of green electronic products and green advertising have a positive and significant
effect on the decision to intention electronic products at Zam-Zam shop in Klaten City