Maswadi Maswadi, Darsono Darsono, Slamet Hartono, Kusnandar Kusnandar


Abstract: Green products or which are also often referred to as environmental friendly products that are complex enough to be defined. Green products made from aloe vera produced by a small company of processed aloe vera, which has been developed in Pontianak, West Kalimantan Indonesia experienced excellent growth in the development of refined products are made. Initially only aloe vera drinks are produced but it's been producing aloe vera into jelly, tea, dodol, chocolates and crackers. The purpose of this study is to analyze consumer response on marketing mix of green products processed aloe vera in Pontianak City. The research method in this study is a survey method. Sample of consumers used incidental sampling technique. The analytical tool used is conjoint analysis with the matrix between 5-P i.e. production / product (P), price (P), Place (P), promotion (P), people or 5-P with agro-industry customer satisfaction with the product. The results showed that marketing mix which has influence on green products processed aloe vera, in the sequence is price (19.93%), place (19.16%), product (18.57%), packaging (16.31%), performance (15.83%) and promotion (10.18%).

Keywords: aloe vera; consumer response;  green products; marketing mix; conjoint analyz



Djajadiningrat, S.T and Famiola, M (2014). Green Economy. Bandung: Rekayasa Sains

Armstrong, Gary dan Philip Kotler. 2007. Marketing An Introduction (EightEdition). Pearson Prentice Hall: New Jersey.

Kristen, D. (2009). Primary Factors in Consumer Purchase Decision of Women Footwear.

Rath, P., Bay, S., Petrizzi, R., & Gill, P. (2008). Consumer behavior and fashion marketing. New York: Fairchild Books, Inc.

Best, R., Coney, K., & Hawkins, D. (2004). Consumer behavior: Building marketing strategy (9th ed). New York: McGraw-Hill/Irwin.

Solomon, M., & Rabolt, N. (2004). Consumer behavior in fashion. Upper saddle river, NJ: Prentice Hall

Treise, D., Michael. F., Weigold, J. C., and Heather, G. (1994), Ethics in Advertising: Ideological Correlations of Consumer perception, Journal of Advertising, 23 (3), 59-69.

Nwachukwu, S. L S., Scott, J., Vittel, Jr., Faye, W., Gilbert., and James, H. B. (1997). “ Ethical and Social responsibility in marketing: An examination of the ethical evaluation of advertising strategies”. Journal of Business Research, 39 (2): 107-118

Kotler, P. And Armstrong, G. 91989), Principles of marketing . Fourth Edition. Prince Hall. Pp. 118, 303-3-5

Grupta, S. (1988), Impact of sales promotion when, what and how much to buy. Journal of Marketing research, nov 25, 1988.

Nilson, T.H. (1998). Competitive Branding, jhon Wiley & Sons. pp. 88-91. 140-142,225. ICBI 2010- University of Kelaniya, Sri Lanka.

Peter, J.,and Donelly, H., J.Jr (1992), Marketing Management. Third Edition, Irwin.pp.181-192

McCarthy, E.J.,and Perrault Jr., W.D. (1984), Basic Marketing.pp 467-495

Peter, J. P. and Olson, J.C. (1990). Consumer Behavior and Marketing Strategy. Second Edition

Husseein, N., Chin, S. K.,and Asgari, O. 2011. Decision –Making Determinants in Working Women’s Clothes Purchasing – Malaysia Evidence. International Journal of Trade, Economics and Finance, Vol 2, No. 5, October 2011.

Narges, A., Emami, A and Shafievoun, R. The effect of Marketing-Mix and Corporate image on brand equity, Case study: Kalleh Dairy Company. International Journal of Business and Management Tomorrow Vol.2 No.2.



  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Editorial Address

Tanjungpura University
Jl. Prof. Dr. H. Hadari Nawawi, Pontianak, West Kalimantan, Indonesia 78124

Journal Technical Contact

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License