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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Nonik Kusuma Ningrum
Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia.
Economics, Econometrics & Finance

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The Influence of Green Product Awareness and Perceived Benefit on Green Purchase Intention with Green Attitude as Mediating Variable (Case Study: Fore Coffee Customers in Yogyakarta) Maria oktaviani Jemian; Nonik Kusuma Ningrum; Bernadetta Diansepti Maharani
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 5 (2025): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i5.5169

Abstract

This study aims to analyze the influence of green product awareness and perceived benefit on green purchase intention, with green attitude as a mediating variable, among Fore Coffee customers in Yogyakarta. This study uses a quantitative approach with 120 respondents and data analysis techniques using SPSS. The results of the study indicate that green product awareness and perceived benefits have a positive and significant effect on green purchase intention. Additionally, green product awareness and perceived benefits also have a positive and significant effect on green attitude. However, green attitude does not have a significant effect on green purchase intention.
The Influence of Advertising Spending and Monetary Promotion on Brand Loyalty with Brand Identification as a Mediating Variable for the Mie Sedaap Brand Getrudis Hendrina Maramba Djawa; Ambar Lukitaningsih; Nonik Kusuma Ningrum
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 5 (2025): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i5.5183

Abstract

This research aims to analyze the influence of advertising spending and monetary promotion on brand loyalty, with brand identification serving as an intervening variable for the Mie Sedaap brand. This study used a quantitative approach with 150 respondents, and SPSS was used for data analysis. The findings indicate that both advertising spending and monetary promotion have a positive and significant effect on brand loyalty. Furthermore, advertising spending and monetary promotion also positively and significantly influence brand identification. Lastly, brand identification is found to have a positive and significant effect on brand loyalty.
Co-Authors Ambar Lukitaningsih Bernadetta Diansepti Maharani Getrudis Hendrina Maramba Djawa Maria oktaviani Jemian