THE INFLUENCE OF MARKETING MIX 4A AND HEALTH CONCIOUSNESS TOWARDS ETHICAL CONSUMPTION

Abstract

This research attempts to analyze the relationship of Marketing Mix 4A Theory and Health Consciousness towards the Ethical Consumption. In this research, the analytical method used is quantitative method with purposive sampling. In addition, the data collection method used is primary data by spreading online questionnaires with the sample size of 200 respondents who are millennials with the age range of 16-34 years old and living in Cikarang area. The data obtained are analyzed in the form of quantitative analysis and process it with binomial logistic regression analysis to analyze the data collected from questionnaire that was spread in Cikarang area. The results of this research show there is significant influence of Marketing Mix 4A and Health Consciousness towards the Ethical Consumption. The biggest influence of Ethical Consumption was Health Consciousness. This research also shows that there is no multicollinearity between all the independent variables towards the dependent variable.