Pengaruh Strategi Green Marketing Pada Bauran Pemasaran Terhadap Keputusan Konsumen Dalam Membeli Rumah Di Perumahan PT. Asta Karya Pekanbaru

Abstract

This research aimed to analyse the effect of Green Marketing on marketing mix variables consisting of product, price, location and promotion of the consumer’s decision to buy a house in residential of PT. Asta Karya Pekanbaru. This research using propotional random sampling technique in making the sample with the sample number 268. The method of analysis used in this study was descriptive quantitative method and multiple linear regression analysis with SPSS Version 17. The results showed: (a) green marketing strategies of a product has positive in fluence on consumer decision to buy a house in a residential of PT. Asta Karya Pekanbaru. (b) green marketing strategies such as price positive in fluence on consumer decision to buy a house in a residential of PT. Asta Karya Pekanbaru(c) green marketing strategies such as location of a positive in fluence on consumer decision to buy a house in a residential of PT. Asta Karya Pekanbaru.(d)green marketing strategies such as the promotion of a positive in fluence on consumers decision to purchase a house in residential of PT. Asta Karya Pekanbaru (e)green marketing strategies together a positive influenceon consumer’ decision to purchase/buy a house in Residential of PT. Asta Karya Pekanbaru.