THE IMPACT OF GREEN MARKETING STRATEGY TOWARD THE COMPETITIVE ADVANTAGE OF PT.VIVO COMMUNICATION INDONESIA

Abstract

More and more companies are striving to implement green marketing strategies, different industries, different companies have their own green marketing strategy and green marketing strategy are increasingly accepted by companies and society. Green marketing strategy can make their products more attractive to consumers, also reduce expenses, including packaging, transportation, energy, etc. The purpose of this research is to analysis green packaging, green promotion, green logistic as the independent variables, the competitive advantage as the dependent variable. This research discussed The Impact of Green Marketing Strategy in Packaging, Promotion, Logistic toward the Competitive Advantage of PT.Vivo Communication Indonesia Due to the existence of boundaries in the collection of research data, a quantitative approach to the analysis of competitive advantage was conducted, and the researchers used SPSS 25.0 to analyze the data after collecting the data. This research was completed by distributing136 questionnaires to consumer who bought Vivo Product. The study found that green packaging, green promotion and green logistic have important impact on competitive advantage of PT.Vivo Communication Indonesia.