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Margiyanti Utami
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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EFEK ENVIRONMENTAL FRIENDLINESS TERHADAP GREEN PURCHASE INTENTION DIMEDIASI GREEN PERCEIVED VALUE Amelia Irena Sari; Budiyanto; Margiyanti Utami
Bulletin of Management and Business Vol. 2 No. 1: Maret 2021
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Widya Gama

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh antara (1) environmental friendliness terhadap green purchase intention (2) environmental friendliness terhadap green perceived value (3) green perceived value terhadap green purchase intention (4) green perceived value memediasi pengaruh environmental friendliness terhadap green purchase intention. Sampel penelitian ini berjumlah 120 orang. Analisis data menggunakan hierarchical regression analysis. Hasil penelitian ini menunjukkan bahwa environmental friendliness berpengaruh positif terhadap green purchase intention. Environmental friendliness berpengaruh positif terhadap green perceived value. Green perceived value berpengaruh positif terhadap green purchase intention. Secara sempurna, environmental friendliness berpengaruh positif terhadap green purchase intention dengan green perceived value sebagai variabel mediasi.
Co-Authors Amelia Irena Sari BUDIYANTO