Hernizar, Anggry Tri and Ramdan, Asep. M and Mulia, Faizal (2020) PENGARUH GREEN PRODUCT DAN GREEN BRAND AWARENESS TERHADAP GREEN PURCHASE INTENTION. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 9 (3). pp. 263-274. ISSN 2337-3067

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Abstract

This study aims to study the effect of green products and green brand awareness on green purchase intentions. The variables used in this study are green product (x1) and green brand awareness (x2) as the independent variable and green purchase intention (y) as the dependent variable. This research uses quantitative methods using associative methods. Using questionnaires distributed to 150 respondents. The data analysis technique used is multiple linear regression analysis. The results obtained show a significant significance between green products and green brand awareness of green purchase intentions based on the results of simultaneous and partial hypothesis testing.

Item Type:	Article
Uncontrolled Keywords:	green purchase intention; green brand awareness; green products; green marketing and coffee shop.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	02 Feb 2022 02:20
Last Modified:	02 Feb 2022 02:20
URI:	http://eprints.ummi.ac.id/id/eprint/2071

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