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Nikmah, Masfiatun
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Decision Sciences, Operations Research & Management

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PENGEMBANGAN THEORY OF PLANNED BEHAVIOR PADA KEPUTUSAN PEMBELIAN GREEN PRODUCT Nikmah, Masfiatun; Hartini, Sri
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol 5 No 2 (2020)
Publisher : Economic Faculty, Attahiriyah Islamic University

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Abstract

Purpose- This study aims to develop Theory of planned behavior. In this study added the variable Perceive Value (Gren value and Functional value) on the proposed model. Design/methodology/approach- this study was conducted with a survey of male consumers who use skincare. 200 samples were taken by purposive sampling. The analysis technique used is SEM smart PLS. Findings- The results of this study, of the 6 hypotheses were accepted 5 hypotheses and 1 hypothesis was rejected. This result shows that the green value and functional value have a significant positive effect on attitude toward green products. Likewise with Functional Value. This variable has a significant positive effect on the intention to purchase green products. Perceive behavior control does not moderate the relationship between attitude toward green products and intention to purchase green products. Keywords: green value, functional value, Attitude, purchase intention, Behaviour control
Co-Authors Sri Hartini