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All Journal EKONOMIS : Journal of Economics and Business
Permana, Madani Prima
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Economics, Econometrics & Finance

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Pengaruh Green Marketing terhadap Purchase Intention Melalui Brand Image Sebagai Variabel Intervening Permana, Madani Prima; Saputri, Marheni Eka
Ekonomis: Journal of Economics and Business Vol 8, No 2 (2024): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v8i2.1234

Abstract

This study aims to determine the effect of Green Marketing on purchase intention of Ikea products through brand image as an intervening variable. This study used a quantitative method with the analytical technique used, namely Partial Least Square-Structural Equation Model (PLS-SEM) analysis. The sampling technique used is the non-probability sampling technique, with a total of 400 respondents participating. The results of this study are that green marketing has a positive and significant effect on purchase intention, green marketing has a positive and significant effect on brand image, brand image has a positive and significant effect on purchase intention, and green marketing has a positive and significant effect on purchase intention through brand image as an intervening variable on Ikea products.
Co-Authors Marheni Eka Saputri