Intan Widuri Sakti

Universitas Widyatama, Bandung

DOI: https://doi.org/10.19184/bisma.v16i2.33811

ABSTRACT 

This study aims to identify and explain the effect of brand preferences and product attributes that implement green marketing simultaneously and partially on the sales volume of Low-Cost Green Car (LGCC). The research population was the Brio Satya car buyers at the PT. Imperial Putra Perdana, Bandung, with a total sample of 110 respondents. The sample was taken using a random sampling technique. The data analysis used is path analysis. The results showed that the variable brand preferences and product attribute partially and simultaneously significantly affected LCGC sales volume.

Keywords: brand preferences, green marketing, product attributes, selling volume