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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Anggry Tri Hernizar
FFakultas Ilmu Administrasi dan Humaniora Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia
Economics, Econometrics & Finance Education

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PENGARUH GREEN PRODUCT DAN GREEN BRAND AWARENESS TERHADAP GREEN PURCHASE INTENTION Anggry Tri Hernizar; Asep Muhamad Ramdan; Faizal Mulia
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.09.NO.03.TAHUN 2020
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (813.486 KB) | DOI: 10.24843/EEB.2020.v09.i03.p03

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.
Co-Authors Asep Muhamad Ramdan Faizal Mulia Z