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All Journal J-MAS (Jurnal Manajemen dan Sains)
Arkan Ranggadipta
UNIVERSITAS TELKOM
Economics, Econometrics & Finance Social Sciences

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Minat Beli Hijau: Dampak Attitude Towards Green Brand dan Green Brand Knowledge pada Produk Danone Indonesia Arkan Ranggadipta; Kristina Sisilia
J-MAS (Jurnal Manajemen dan Sains) Vol 8, No 2 (2023): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v8i2.1472

Abstract

This study aims to determine the role of green brand knowledge as a moderator between attitude towards green brand products of Pt Danone Indonesia and consumers' green buying interest. This study used a non-probability sampling method with purposive sampling and a Likert scale for quantitative analysis. People who live in Greater Bandung and know that Danone products are environmentally friendly brands make up a sample size of 152. Green brand knowledge has a positive and significant effect on attitude towards green brand, with a t-value of 51.009 > p-value of 1.649.
Co-Authors Kristina Sisilia