PENGARUH GREEN MARKETING MIX TERHADAP PURCHASE INTENTION DENGAN ENVIRONMENTAL KNOWLEDGE SEBAGAI VARIABEL MODERATOR: SURVEI PADA TOKO FURNITURE MODERN

Tuanku Raflie Damarayudha (Universitas Negeri Jakarta)
Andi Muhammad Sadat (Universitas Negeri Jakarta)
Ika Febrillia (Universitas Negeri Jakarta)

Indonesian Journal of Economy, Business, Entrepreneuship and Finance (IJEBEF)
Vol. 3 No. 2 (2023): Indonesian Journal of Economy, Business, Entrepreneuship and Finance

The purpose of this study is to determine the effect of green product on purchase intention, the effect of green price on purchase intention, the effect of green place on purchase intention, the effect of green promotion on purchase intention, the effect of green product on purchase intention with environmental knowledge as a moderator variable, the influence of green price on purchase intention with environmental knowledge as a moderator variable, the effect of green places on purchase intention with environmental knowledge as a moderator variable, the effect of green promotion on purchase intention with environmental knowledge as a moderator variable. The data collection method used is a survey method with an instrument in the form of a questionnaire. The research sample at least 200 respondents who live in greater Jabodetabek, aged 17 years and over and know the IKEA brand. Software used in data analysis is SPSS and SEM (Structural Equation Model) from AMOS version 26