Jurnal Manajemen Bisnis Krisnadwipayana
Vol 7 No 1 (2019): Jurnal Manajemen Bisnis Krisnadwipayana

PENGARUH PEMASARAN HIJAU, CITRA MEREK DAN PENGETAHUAN LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN

Yuaniko Paramitra (Universitas Krisnadwipayana)

Article Info

Publish Date
28 Apr 2019

Abstract

The purpose of this study is to analyze the effect of green marketing on green purchase behavior. The research was conducted in an explanatory, and using quantitative. The study sample was 66 of the participants in the environmental care activities. The sampling technique used in this study is purposive sampling. The results showed that the variables of green marketing, brand image and environmental knowledge simultaneously and partially had a positive effect on green purchase behavior. While brand image and environmental knowledge variables can increase the influence of green marketing on purchasing decisions.

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Journal Info
Jurnal Manajemen Bisnis Krisnadwipayana
Website

Abbrev

jmbk

Publisher

Universitas Krisnadwipayana

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Bisnis Krisnadwipayna yang lebih dikenal dengan sebutan JMBK mulai dipublikasikan sejak awal tahun 2013 oleh Program Studi Magister Manajemen Fakultas Ekonomi Universitas Krisnadwipayana Jakarta. JMBK terbit 3 (tiga) kali dalam satu tahun, yaitu pada bulan April, Agustus, dan ...