Green Marketing That Effect the Buying Intention Healthcare Products

Abstract

This research aims to find out the effect of country of origin, health consciousness, and green marketing toward the purchase intention of ENTCLEAR Nasal Wash Bottle. The object of this study are the consumers who buy ENTCLEAR Nasal Wash Bottle at drugstore or hospital which cooperates with PT. Kebayoran Pharma South Jakarta. The research method used in this study is a descriptive method. This study was conducted on 125 of respondens using qualitative approach. The technique to gather the data is by using questionaire and Snowball Sampling is used to take the sample. Data Analysis used in this study is Structural Equation Model (SEM) by Smart-PLS 3.2.8. The result of this study shows that Country of Origin, Health Consciousness, and Green Marketing positively and significantly affect the Purchase Intention itself.

Keywords: Country Of Origin, Health Consciousness, Green Marketing, Purchase Intention.

DOI: 10.7176/EJBM/12-15-01

Publication date:May 31^st 2020