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Sulastri, Susi
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Peran citra merek hijau, niat merek untuk meningkatkan loyalitas pembelian Rahayu, Sri; Nanik, Rin; Sulastri, Susi
Journal of Business and Information Systems (e-ISSN: 2685-2543) Vol. 3 No. 1 (2021): Accountability and performance of organization
Publisher : Department of Accounting, Faculty of Business, Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36067/jbis.v3i1.94

Abstract

This study aims to determine the role of green brand image in an effort to increase brand intention, and purchase loyalty. Research locations were held in various universities in the province of D.I.Yogyakarta. The population of this research is university students, and the research sample is 222 students. The sampling technique uses purposive sampling technique, minimum age 18, and a maximum 25 years old, laptop users at least 1 year. Data were collected through a survey by distributing questionnaires. The research data is processed using structural equation modeling, AMOS 21 program. The results of this study indicate that green brand image has a positive and significant effect on brand intention, and purchase loyalty. The more the green brand image increases, the more brand intention and purchase loyalty increases. This study also has limitations, and includes suggestions for future research.
Co-Authors Af'idah, Noer Aliyah, Hikmatul Aliyah, Chauhan, Rahul Della Maulidiya desastra, Yolla zelika DEWI HERAWATY Eka Pariyanti Endah Purwanti Handayani Gunawan Gunawan Haq, Cici Nurul Ichsan Ichsan Iwan Setiawan Mona Safitri Fatiah Nanik, Rin Nurhamidah, Umi Parianti, Eka Rian Kurnia, Rian SANDORA, PUTRI SRI RAHAYU Sugiono Sugiono Syaiful Bakhri WAHYUDI, DIKI