Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Vol. 1 No. 1 (2021): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis

PENGARUH GREEN BRAND IMAGE, GREEN PERCEIVED VALUE, GREEN AWARENESS DAN GREEN KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN

Tiara Apriliani (Universitas Dian Nuswantoro)
Diana Aqmala (Universitas Dian Nuswantoro)

Article Info

Publish Date
30 Mar 2021

Abstract

The purpose of green marketing is to see that there is a concern for the environment, not merely seeing profit as the only goal. This study aims to find out the effect of green brand image, green perception value, green awareness, and green knowledge on purchasing decisions. The sample used was 105 users of The Body Shop. The method of data analysis used multiple linear regression and used SPSS analysis tools. The results show that green brand image, green perception value, green awareness, and green knowledge have a positive effect on purchasing decisions.

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Journal Info
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Website

Abbrev

jaem

Publisher

Pusat Riset dan Inovasi Nasional

Subject

Economics, Econometrics & Finance

Description

Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis E-ISSN:2809-6487 (Online) / P-ISSN:2809-655X (print) diterbitkan oleh Pusat Riset dan Inovasi Nasional. Penerbitan jurnal ini bertujuan untuk meningkatkan kualitas ilmu pengetahuan, serta menyalurkan minat berbagi dan menyebarluaskan ilmu pengetahuan ...