ANALISIS SIKAP KONSUMEN TERHADAP PROMOSI PRODUK DENGAN GREEN ADVERTISING DAN NON GREEN ADVERTISING ” (Sebuah studi eksperimen)

Abstract

Research using experimental studies by comparing the ad with the format
of the green and non green advertising. Of the two types of ads will be examined the
relationship strength.Respondents of this research is the management students of
economic faculty of100 respondents who were then divided into 2 groups.
Treatment used is a product laptop print ads. Obtained from the
research findings that can be seen from the results kusioner given
to two groups that ad format with green advertising is more powerful than nongreen
advertising be seen from the beliefs, attitudes, and purchase intention. The
study also found that there is a positive relationship between beliefs and
attitudes to purchase intention towards green advertising ad formats.
From the findings of the study concluded that the ads
with green advertising format gets a positive response among consumers and this
can be an effective strategy used as part of promotion strategy of the company.