Jurnal Ekonomi Trisakti
Vol. 5 No. 2 (2025): Oktober (In Progress)

PENGARUH GREEN MARKETING TERHADAP GREEN BUYING BEHAVIOR YANG DIMEDIASI OLEH ENVIRONMENTAL KNOWLEDGE DAN GREEN CONSUMPTION

Jihad, Muhammad (Unknown)
Willy Arafah (Unknown)

Article Info

Publish Date
23 Jul 2025

Abstract

Studi ini meneliti bagaimana green marketing, Environmental Knowledge dan customer behavior terhadap Green Buying Behavior. Studi ini menggunakan purposive sampling untuk memilih 178 peserta. Survei ini mencakup pelanggan Starbucks dalam enam bulan terakhir. Pelabelan ramah lingkungan, iklan hijau, dan merek hijau merupakan variabel penelitian. Dengan perangkat lunak AMOS, pengujian hipotesis model persamaan struktural (SEM) dilakukan

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Journal Info
Jurnal Ekonomi Trisakti
Website

Abbrev

jet

Publisher

Universitas Trisakti

Subject

Economics, Econometrics & Finance

Description

Jurnal Ekonomi Trisakti (JET) has been published by Lembaga Penerbit Fakultas EKonomi dan Bisnis (LPFEB). JET is a journal for publication of undergraduate (S1) and Applied (D4) students, students of the Faculty of Economics and Business (FEB) as well as students outside of FEB and General Affairs. ...