The Effect of Green Marketing and Prices on Purchasing Decisionsthrough Customer Preference at the Body Shop in Covid 19 Pandemic Era in Jember Regency

Abstract

The appearance of the Covid 19 virus has had a huge impact on company activities. The decrease in company activity has the most descending impact, namely on the sales side which affects the effectiveness of the company in generating profits. The purchase decision is the most important component for the company's sales, so the sales strategy must be implemented appropriately through the components of green marketing, price, and customer preference on The Body Shop products. However, some things have not shown success and there are research gaps. The results of this study have a major influence on product purchasing decisions. The Body Shop tried to measure the purchasing decisions of green marketing and the price of each consumer through customer preference as an intervention. Making this decision can increase the purchase decision for The Body Shop products to be higher than other products on the market