PENGARUH DIMENSI GREEN MARKETING TERHADAP MINAT BELI MOBIL HONDA BRIO SATYA DI KOTA PALEMBANG

This study aims to examine the effect of green marketing dimensions on the interest in buying a Honda Brio Satya car in the city of Palembang. The sample used in this study were 100 samples, using the purposive sampling method, testing the hypothesis used was the Multiple Linear Regression Analysis using SPSS 17.0. Based on the analysis of the t test stated that the variables green product, green price, green promotion, and green place influence the buying interest of Honda Brio Satya cars in Palembang City, this can be proven from the green product coefficient of 0.311, the green price coefficient of 0.180, the green coefficient promotion is 0.177 and green place coefficient is 0.146 which means that the variable green product, green price, green promotion and green place influence the buying interest of Honda Brio Satya cars in Palembang City. Keywords: Green Product, Green Price, Green Promotion, Green Place and Buying Interes