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Owen De Pinto Simanjuntak
Universitas Sari Mutiara Indonesia
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Journal : Journal of International Conference Proceedings

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The Importance of Green Brand Knowledge to Purchase Intention Purba, Roberto Roy; Simanjuntak, Owen De Pinto; Tambunan, Elisabet; Rahmat, Muhammad; Tirtayasa, Satria
Journal of International Conference Proceedings Vol 8, No 1 (2025): 2025 ICPM Malaysia Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v8i1.3977

Abstract

This research aims to determine the influence of green brand knowledge and environmental concern on green purchase intention among consumers who use the Shopee application in the city of Medan. This type of research is descriptive quantitative. The population in this study were customers who used the Shopee application with the research sample using the Lemeshow formula, namely 96 respondents using the Sample Random Sampling technique. The data analysis methods used are Instrument Test, Classic Assumption Test, Multiple Linear Regression Test and Hypothesis Test using the SPSS Version 26 for Windows program. The research results show that green brand knowledge has a positive and significant effect on green purchase intention. Environmental concern has a positive and significant effect on green purchase intention. green brand knowledge and environmental concern simultaneously have a positive and significant effect on green purchase intention.
Co-Authors Abdurohim Abdurohim Akbar Akbar Alfi Sapitri Anggi Pratiwi Sitorus Budianto Budianto Budianto Budianto Chan, Keline Ricca Cristofer, Alfonco Frans Erpita Sinaga Esther Praja Anggriany Panggabean Esther Praja Anggriany Panggabean Eva Solita Pasaribu Fernandez, Stephanie Gaho, Feberman Ginting, Rika Mei Hayani Harefa, Chornelia Manisdar Hasibuan, Renika Heri Enjang Syahpura Heri Enjang Syahputra Hulu, Feberman Hutagalung, Maltus Idahwati Idahwati, Idahwati Ira Ningrum Resmawa, Ira Ningrum Khairunnisa Abd Samad Laia, Martinus Lumbantobing, Tarisa Stevani Anggreini Marpaung, Rolando Mawardi Mawardi Micael Jeriko Damanik Minarni Maduwu Monika, Monika Nduru, Martinus Pandia, Renata Gitara Panggabean, Esther Praja Anggriany Pretty Naomi Sitompul Purba, Idahwati Purba, Robert Roy Purba, Roberto Roy Purba, Rolita C. Purba, Rosana Purba, Rosanna Rahmat, Muhammad Raymon Ardian Zebua Rindorindo, Restika Riny Jefri Rizka Elvira P Rosanna Purba Sahwita Angkat Salim, Kevin Saragih, David Revinsen Sarah, Eva Margareth Satria Tirtayasa Saut Maruli Tua Pandiangan Sibarani, Hendra Jonathan Simanjuntak, Juni Mustika Siregar, Marupa Sitepu, Wilsa Road Betterment Syafrizal, Rodi Syaputra, Heri Enjang Tambunan, Elisabet Tia Novira Sucipto Vivi Asfianti Wilsa Road Betterment Sitepu Zega, Susilawati