ANALISIS SIKAP KONSUMEN MENGENAI GREEN MARKETING

This study aims to determine consumer characteristics and grouping consumer attitudes about green marketing on dairy packaging box products in the district of Lowokwaru, Malang. This research type is quantitative research by using questioner. Population in this research is all consumer of milk packaging box in sub district of Lowokwaru, Malang city. Sample size taken as many as 100 people using non-probability sampling method, especially purposive sampling. Data collection was done by distributing questionnaires where the data obtained were analyzed using cluster analysis technique using K-means algorithm. The results of this study indicate that the results of consumer attitude analysis is divided into 3 groups. Cluster is the most dominant is the second cluster of consumers who do not understand the concept of Green Marketing with a total of 57 respondents