PENGARUH PENGETAHUAN MEREK HUJAU DAN SIKAP TERHADAP MEREK HIJAU TERHADAP NIAT PEMBELIAN HIJAU PADA PRODUK TROPICANA SLIM DI KOTA BANDUNG
Abstract
In the last few years, Tropicana Slim products have become the top brands in the category of sweetener substitutes for sugar. In addition, there has been a decline in sales of Tropicana Slim products in West Java from 2017 to 2019. The location of this research is in the city of Bandung because Bandung is the capital of the province of West Java and one of the green cities in Indonesia. The research aims to find out Pengetahuan merek hujau and Sikap terhadap merek hijau on Niat pembelian hijau at Product Tropicana Slim in Bandung city.ThisThis research uses quantitative methods with descriptive causality type. Sampling using Nonprobality Sampling with 100 respondents. The data analysis technique used is descriptive analysis, Multiple Linear Regression Analysis, Method of Successive Interval (MSI) and Classical Assumption Test.
Based on the results of descriptive analysis, the variables Pengetahuan merek hujau, Sikap terhadap merek hijau and Niat pembelian hijau are included in the good category. Based on the results of the causality analysis, the variables of Pengetahuan merek hujau and Sikap terhadap merek hijau have a positive and significant effect both simultaneously and partially on Niat pembelian hijau. Based on the coefficient of determination that Pengetahuan merek hujau and Sikap terhadap merek hijau can affect Niat pembelian hijau by 56.9% and the remaining 43.1% is influenced by factors not examined in this study.
keywords: Green Brand Kowledge, Attitude Toward Green Brand, Green Purchase Intention
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