The Influence of Green Marketing Factors On Consumers Decisions to Camp Hulu Cai Tourism Destination
Keywords:
Green Marketing (Green Product, Green Price, Green Distribution and Green Promotion) and Purchase DecisionAbstract
Green Marketing is an advertising method that promotes products and interacts with the environment to potential
buyers. The marketing mix must be responsive to problem areas. The marketing mix is known to have 4P
components such as Product, Price, Place, and Promotion. The number of respondents in this study amounted to
150 respondents drawn from the people of Bogor City. The research data were processed using SPSS 25. The
method of analysis used was multiple regression analysis. The results of this study are as follows. Green Product
variable has a positive and significant effect on Decisions at Camp Hulu Cai Tourism Destinations with a
regression coefficient value of 0.541 and has a value of 0.000 <0.05. The Green Price variable has a positive and
insignificant effect on the Decision at the Camp Hulu Cai Tourism Destination with a regression coefficient value
of 0.094 and has a significance value of 0.333 > 0.05. The Green Distribution Variable Decision to Start at Camp
Hulu Cai Tourism Destinations with a regression coefficient value of 0.488 and a significance value of 0.000 <
0.05. The Green Promotion variable has a positive and significant effect on the Decision at the Camp Hulu Cai
Tourism Destination with a regression coefficient value of 0.118 and has a significance value of 0.045 < 0, 05.
Green Product, Green Price, Green Distribution, and Green Promotion variables have a positive and significant
impact on Start Decisions at Camp Hulu Cai Tourism Destinations with an F value calculated of the total
variables is 18,777 while the F table is 2.43 which means F count > F table so H0 is rejected and H5 is accepted.
So it can be said that the higher the Eco-Friendly Products, Environmentally Friendly Prices, and
Environmentally Friendly Promotions, the higher the Camp Hulu Cai Tourism Destination.
Keywords: Green Marketing (Green Product, Green Price, Green Distribution and Green Promotion) and
Purchase Decision
