E-Jurnal Ekonomi dan Bisnis Universitas Udayana
VOLUME.09.NO.03.TAHUN 2020

PENGARUH GREEN PRODUCT DAN GREEN BRAND AWARENESS TERHADAP GREEN PURCHASE INTENTION

Anggry Tri Hernizar (FFakultas Ilmu Administrasi dan Humaniora Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia)
Asep Muhamad Ramdan (Fakultas Ilmu Administrasi dan Humaniora Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia)
Faizal Mulia (Fakultas Ilmu Administrasi dan Humaniora Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia)

Article Info

Publish Date
29 Mar 2020

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.

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Journal Info
E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Website

Abbrev

EEB

Publisher

Universitas Udayana

Subject

Economics, Econometrics & Finance Education

Description

E-Jurnal Ekonomi dan Bisnis Universitas Udayana (EEB) is an electronic scientific journal that publishes the results of economic and business studies. EEB is published periodically every month with an online format. EEB Editor receives written results of studies in the fields of economics, ...