PERAN BRAND PREFERENCES DAN PRODUCT ATTRIBUTES, DALAM IMPLEMENTASI GREEN MARKETING, TERHADAP VOLUME PENJUALAN LOW COST GREEN CAR
نویسندگان
چکیده
This study aims to identify and explain the effect of brand preferences product attributes that implement green marketing simultaneously partially on sales volume Low-Cost Green Car (LGCC). The research population was Brio Satya car buyers at PT. Imperial Putra Perdana, Bandung, with a total sample 110 respondents. taken using random sampling technique. data analysis used is path analysis. results showed variable attribute significantly affected LCGC volume.
 Keywords: preferences, marketing, attributes, selling
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ژورنال
عنوان ژورنال: Bisma
سال: 2022
ISSN: ['2623-0879', '1978-3108']
DOI: https://doi.org/10.19184/bisma.v16i2.33811