DETAIL KOLEKSI

Anteseden Green Product Purchase Intention


Oleh : Adrian Evanta

Info Katalog

File Jurnal : 00000000000000096392.pdf

Nomor Panggil : 2019_TA_MJ_022140002

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Ayu Ekasari

Subyek : Green brand positioning;Marketing management;Product purchase

Kata Kunci : green brand positioning, attitude toward green bramds, green brand knowledge, green product purchase


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022140002_Halaman-Judul.pdf 844.35
2. 2019_TA_MJ_022140002_Bab-1.pdf 588.92
3. 2019_TA_MJ_022140002_Bab-2.pdf 628.77
4. 2019_TA_MJ_022140002_Bab-3.pdf 1212.64
5. 2019_TA_MJ_022140002_Bab-4.pdf 842.96
6. 2019_TA_MJ_022140002_Bab-5.pdf 614.43
7. 2019_TA_MJ_022140002_Daftar-Pustaka.pdf 578.92
8. 2019_TA_MJ_022140002_Lampiran.pdf 3149.79

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Green Brand Positioning, Attitude Toward Green Bramds, Green Brand Knowledge terhadap Green Product Purchase Intention. Sampel yang digunakan dalam penelitian ini berjumlah 180 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Green Brand Positioning berpengaruh positif terhadap Green Product Purchase Intention, (2) Attitude Toward Green Bramd tidak berpengaruh positif terhadap Green Product Purchase Intention, (3) Green Brand Knowledge tidak berpengaruh positif terhadap Green Product Purchase Intention, (4) Green Brand Knowledge berpengaruh positif terhadap Attitude Toward Green Bramds.

T The objective of this study is to examine and analyze the effect of Green Brand Positioning, Attitude Toward Green Bramds, Green Brand Knowledge through Green Product Purchase Intention. The samples being used in this study is 180 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structuctural Equation Model (SEM) analysis method. The findings of this study are: (1) Green Brand Positioning has a positive effect toward Green Product Purchase Intention, (2) Attitude Toward Green Brands has no positive effect toward Green Product Purchase Intention, (3) Green Brand Knowledge has no positive effect toward Green Product Purchase Intention, (4) Green Brand Knowledge has a positive effect toward Attitude Toward Green Bramds.

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