Angela, Leony and , Soepatini, S.E., M.Si., Ph.D. (2024) The Effect Of Green Brand Positioning, Attitude Toward Green Brands, And Green Brand Knowledge On Purchase Intention In The Body Shop Product. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research aims to analysis the effect of green brand positioning, attitude toward green brand, and green brand knowledge on green product purchase intention. This research was conducted on one of the green product brands in Indonesia, The Body Shop. The population of the research consists of consumers who know about The Body Shop. The method of this study used quantitative approach. Data were collected through online survey by purposive sampling. Data analysis in this study was carried out using a structural equation model of Partial Least Square (PLS) 3.2.6. This study found that green brand positioning, attitude toward green brand, and green brand knowledge has significant effect on green product purchase intention. This result revealed that green brand positioning has a significant effect on green product purchase intention. Using positioning correctly to the product will assist consumer‟s interest toward the product. This is in line with previous research that green brand positioning, attitudes towards green brands and green brand knowledge have a significant effect on green product purchase intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Green Positioning, attitude, green knowledge, green product, purchase intention. |
| Subjects: | H Social Sciences > HD Management, Business and Labor > HD28 Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | LEONY ANGELA |
| Date Deposited: | 17 May 2024 00:55 |
| Last Modified: | 17 May 2024 00:55 |
| URI: | http://eprints.ums.ac.id/id/eprint/123931 |
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