PENGARUH GREEN BRAND KNOWLEDGE , GREEN BRAND POSITIONING DAN ATTITUDE TOWARD GREEN BRAND TERHADAP GREEN PURCHASE INTENTION PADA KONSUMEN AMDK MEREK LE MINERALE Di KOTA SEMARANG

PENGARUH GREEN BRAND KNOWLEDGE , GREEN BRAND POSITIONING DAN ATTITUDE TOWARD GREEN BRAND TERHADAP GREEN PURCHASE INTENTION PADA KONSUMEN AMDK MEREK LE MINERALE Di KOTA SEMARANG

  • Rudika Harminingtyas Sekolah Tinggi Ilmu Ekonomi Pelita Nusantara
  • Theresia Susetyarsi Sekolah Tinggi Ilmu Ekonomi Semarang
  • Diva Riza Fahlefi Universitas Wahid Hasyim Semarang
  • Catur Prabowo STMIK Himsya
DOI: https://doi.org/10.33747/stiesmg.v16i3.750
Keywords: Green Brand Knowledge, Green Brand Positioning, Attitude Toward Green Brand and Green Purchase Intention

Abstract

This research aims to find out whether Green Brand  knowledge,Green Brand Positioning, Attitude Toward Green Brand,   influence the Green Purchase Intention of bottled drinking water consumers. The independent variables in this research are Green Brand  knowledge, Green Brabd Positioning,Attitude Toward Green Brand, . The dependent variable in this research is Green Purchase Intention.

The data sources in this research are primary and secondary data, obtained by distributing questionnaires to respondents. The population in this study, namely Aqua Brand AMDK consumers in the city of Semarang, was calculated from the sampling used, namely non- probability sampling. The data analysis method uses the SPSS 23 program.

The results show that the Green Brand Knowledge has no significant effect on Green Purchase Intention., This is proven by t-count 1.146 < ttable 1.98580 significance level 0.255 > 0.05. Green Brand Positioning variable has a positive and significant effect on Green Purchase Intention.  This is proven by t-count. This is proven by the t-count 4.122 > t-table 1.98580 and a significance level of 0.000 <0.05. Attitude Toward Green Brand has no significant effect on Green Purchase Intention.This is proven by the t-count -0.290 < t-table 1.98580 with a significance level of 0.772 > 0.05 The results of Green Brand Knowledge,Green Brand Positioning Attitude Toward Green Brand, together have a significant effect on Green Purchase Intention. This can be explained by significance level below 5% (α = 0.05) and Fcount 23.961>Ftable 2.70

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Published
2024-10-23
Issue
Vol 16 No 3 (2024): Jurnal STIE SEmarang
Section
Articles
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