J-MAS (Jurnal Manajemen dan Sains)
Vol 8, No 2 (2023): Oktober

Minat Beli Hijau: Dampak Attitude Towards Green Brand dan Green Brand Knowledge pada Produk Danone Indonesia

Arkan Ranggadipta (UNIVERSITAS TELKOM)
Kristina Sisilia (Unknown)

Article Info

Publish Date
10 Oct 2023

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.

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Journal Info
J-MAS (Jurnal Manajemen dan Sains)
Website

Abbrev

jmas

Publisher

Universitas Batanghari Jambi

Subject

Economics, Econometrics & Finance Social Sciences

Description

J-MAS (Jurnal Manajamen dan Sains) diterbitkan oleh Program Magister Manajemen Universitas Batanghari, Jurnal ini mencakup bidang ilmu Ekonomi Manajemen. J-MAS (Jurnal Manajamen dan Sains) terbit sebanyak dua kali dalam setahun yaitu pada bulan April dan Oktober. Jurnal ini mempublikasikan artikel ...