EFEK ENVIRONMENTAL FRIENDLINESS TERHADAP GREEN PURCHASE INTENTION DIMEDIASI GREEN PERCEIVED VALUE

  • Amelia Irena Sari Fakultas Ekonomi, Universitas Muhammadiyah Purorejo,
  • Budiyanto budiyanto
  • Margiyanti Utami Fakultas Ekonomi, Universitas Muhammadiyah Purorejo
Keywords: Green Marketing, Environmental Friendliness, Green Perceived Value, dan Green Purchase Intention

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh antara (1) environmental friendliness terhadap green purchase intention (2) environmental friendliness terhadap green perceived value (3) green perceived value terhadap green purchase intention (4) green perceived value memediasi pengaruh environmental friendliness terhadap green purchase intention.  Sampel penelitian ini berjumlah 120 orang. Analisis data menggunakan hierarchical regression analysis.  Hasil penelitian ini menunjukkan bahwa environmental friendliness berpengaruh positif terhadap green purchase intention. Environmental friendliness berpengaruh positif terhadap green perceived value. Green perceived value berpengaruh positif terhadap green purchase intention. Secara sempurna, environmental friendliness berpengaruh positif terhadap green purchase intention dengan green perceived value sebagai variabel mediasi.

References

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Published
2021-04-03
How to Cite
Amelia Irena Sari, Budiyanto, & Margiyanti Utami. (2021). EFEK ENVIRONMENTAL FRIENDLINESS TERHADAP GREEN PURCHASE INTENTION DIMEDIASI GREEN PERCEIVED VALUE. Bulletin of Management and Business, 2(1), 83-91. https://doi.org/10.31328/bmb.v2i1.126
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