Jurnal Aplikasi Manajemen, Ekonomi dan Bisnis
Vol. 1 No. 2 (2017): JURNAL APLIKASI MANAJEMEN, EKONOMI DAN BISNIS

Pengaruh Brand Image dan Product Knowledge terhadap Purchase Intention dengan Green Price sebagai Moderating Variabel pada Produk the Body Shop di Surabaya

Ira Ningrum Resmawa (STIE YAPAN Surabaya)

Article Info

Publish Date
08 Apr 2017

Abstract

The focus of this research is to determine The Effect of Brand Image and Product Knowledge on Purchase Intention Moderated by Green Price the Body Shop Product in Surabaya. The results suggest that brand image has a significant influence on purchase intention The Body Shop product. Product knowledge has a significant influence on purchase intention on the The Body Shop Product. Green Price was not able to significantly moderate the effect of product knowledge on purchase intention The Body Shop Product. Green Price was shown to negatively moderate the influence of brand image on purchase intention, but not able to moderate the influence of product knowledge on purchase intention.

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Journal Info
Jurnal Aplikasi Manajemen, Ekonomi dan Bisnis
Website

Abbrev

JAMEB

Publisher

Sekolah Tinggi Ilmu Manajemen Lasharan Jaya Makassar

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Issues of management, economics, and business have become a hot topic to be discussed and deliberated in this ever changing business world. Therefore, we need a vehicle to accommodate such issues. Based on this background, JAMEB was established to be a forum for discussion of high impact research ...