PENGARUH GREEN MARKETING DAN PERCEIVED QUALITY TERHADAP WORD OF MOUTH DAN IMPLIKASINYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK ORGANIK.

(Studi Kasus pada Masyarakat Bogor).

Abstract

For The Last Decade, people's awareness of the importance of perceiveing the environment has improved significantly. This research aims at finding out the
influence of green marketing and perceived quality to word of mouth and its
implication to decision making in organic product purchase. The methods of
collecting data is survey, using questionnaires. The size of the sample of
population is 180. Purposive sampling method is used in collecting the samples.
Roscoe Formulae is utilized in determining the size of the sample.
Path Analysis is used to determine the direct and indirect influence among
variables and their implications. The result shows that green marketing and
perceived quality have a direct influence on word of mouth, but not on purchase
decision. It implies that organic product companies should improve their
promotional media resulting in more qualified products.

Keywords : green marketing, perceived quality, word of mouth, and decision of
the puchaser