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Jurnal Manajemen
Published by Universitas Tarumanagara
ISSN : 14103583     EISSN : 25498797     DOI : 10.24912
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Manajemen [p-ISSN 1410-3583 | e-ISSN 2549-8797] is a peer-reviewed journal published three times a year (February, June, and October) by Faculty of Economics, Universitas Tarumanagara. Jurnal Manajemen is intended to be the journal for publishing articles reporting the results of research on management. Jurnal Manajemen invites manuscripts in the various topics include, but not limited to, functional areas of marketing management, finance management, strategic management, operation management, human resource management, e-business, knowledge management, management accounting, management control system, management information system, international business, business economics, business ethics and suistainable, and entrepreneurship
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 618 Documents
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KONTRIBUSI LINGKUNGAN KERJA, PERILAKU KEPEMIMPINAN DAN MOTIVASI KERJA TERHADAP KINERJA PEGAWAI BALAI WILAYAH SUNGAI SULAWESI Adnan Hakim
Jurnal Manajemen Vol. 20 No. 2 (2016): June 2016
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v20i2.45

Abstract

Penelitian ini dimaksudkan untuk mengetahui besarnya kontribusi lingkungan kerja, perilaku kepemimpinan serta motivasi kerja, baik secara parsial maupun secara simultan terhadap prestasi kerja pegawai. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif bersifat korelasional. Sampel yang digunakan sebanyak 130 orang responden, yang diambil secara klaster berdasarkan tingkat pendidikan dengan metode persentase sebanyak 50%. Dari jumlah tersebut hanya sebanyak 115 responden yang dinyatakan layak untuk analisis selanjutnya. Metode analisis yang digunakan dalam penelitian ini adalah analisis regresi linear berganda. Hasil penelitian menemukan bahwa, lingkungan kerja, perilaku kepemimpinan dan motivasi kerja secara parsial maupun secara simultan mempunyai pengaruh positif dan signifikan dalam meningkatkan prestasi kerja pegawai. Hasil temuan ini mengandung makna bahwa, untuk meningkatkan prestasi kerja pegawai maka perlu memperbaiki lingkungan kerja, perilaku kepemimpinan serta motivasi kerja. Jika ketiga variabel tersebut ditingkatkan atau diperbaiki maka prestasi kerja pegawai dapat meningkat kearah yang lebih dari keadaan sebelumnya.This study aimed to determine the contribution of the work environment, leadership behaviors and work motivation, either partially or simultaneously on employee performance. The approach used is causality between variables with explanatory method. Samples are 130 respondents, taken in a cluster based on education level with a percentage of 50%. Of these only 115 respondents who declared eligible for further analysis. The analytical method used in this research is multiple linear regression analysis. The research found that, the work environment, leadership behaviors and work motivation partially and simultaneously have a positive and significant impact in improving employee performance. These findings implies that, in order to improve employee performance it is necessary to improve the work environment, leadership behaviors and work motivation. If these three variables increased or improved the performance of employees may be increased to a better direction.
IMPLEMENTASI MODEL PEMBERDAYAAN KARYAWAN (EMPLOYEE EMPOWERMENT) DI PT FIFGROUP TBK CABANG PALEMBANG Ega Leovani
Jurnal Manajemen Vol. 20 No. 2 (2016): June 2016
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v20i2.46

Abstract

Penelitian ini bertujuan mengetahui implementasi pemberdayaan karyawan (Employee Empowerment) di PT. FIF Group Cabang Palembang. Penelitian ini menggunakan analisis deskriptif. Sumber data yang dipergunakan dalam penelitian ini adalah data primer, yaitu data yang diperoleh langsung dari sumbernya dengan cara menyebarkan kuesioner. Pengumpulan data di lakukan dengan metode kuesioner, sampel pada penelitian ini berjumlah 74 responden dengan metode proportional cluster random sampling. Berdasarkan hasil analisis dapat diketahui bahwa secara keseluruhan pemberdayaan karyawan P.T. FIF Group Cabang Palembang sudah baik. Pemberdayaan karyawan yang paling dominan adalah accountability. Sedangkan pemberdayaan yang terendah adalah trust dan confident.The objective of this research is to observe the implementation of employee empowerment model at PT. FIF Group in Palembang region. Descriptive analysis was used in this study. The primary data were collected by using questionare. The sample of this study was 74 respondent. Which were selected by using proportional cluster random sampling method. The analysis used employee’s perception about empowerment. The result of this research indicates that empowerment is good. The most dominant employee empowerment was accountablity. Meanwhile the lowest were trust and confidence.
STRATEGI PEMERINTAH DAERAH DALAM MENINGKATKAN KINERJA PELAYANAN PUBLIK DI LINGKUNGAN SEKRETARIAT DAERAH KABUPATEN BOLAANG MONGONDOW UTARA Zuchri Abdussamad; Ritmon Amala
Jurnal Manajemen Vol. 20 No. 2 (2016): June 2016
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v20i2.47

Abstract

Penelitian ini bertujuan untuk mengetahui dan mendiskripsikan Strategi Pemerintah Daerah dalam Meningkatkan Kinerja Pelayanan Publik dilingkungan Sekretariat Daerah Kabupaten Bolaang Mongondow Utara dan juga untuk mengetahui serta mendeskripsikan faktor-faktor apa yang menghambat strategi pemerintah daerah dalam meningkatkan kinerja pelayanan publik dilingkungan Sekretariat Daerah Kabupaten Bolaang Mongondow Utara, dengan menggunakan pendekatan fenomenologis, penelitian kualitatif, teknik pengumpulan data dilakukan dengan cara observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukan bahwa Strategi Pemerintah Daerah khususnya dilingkungan Sekretariat Daerah Kabupaten Bolaang Mongondow Utara yakni dengan mengacu pada tiga hal yang menjadi strategi pemerintah daerah yang tertuang dalam renstra yaitu (1). Meningkatkan kompetensi aparatur (2). Mengembangkan SOP dan SPM, (3). Meningkantkan sarana prasarana penunjang. Menunjukan masih sangat jauh dari harapan, hal ini dibuktikan dengan Sumber Daya Manusia yang sangat minim baik dari kualitas maupun kuantitasnya, penerapan SOP dan SPM yang tidak merata pada bagianbagian organisasi, serta tidak memadainya sarana prasarana penunjang pelayanan publik, utamanya pada IT seperti telekomunikasi maupun fax. Sehingga Pemerintah Daerah perlu meningkatkan pelatihan bimtek untuk pengembangan kompetensi aparatur, SOP dan SPM serta mengimplementasikan dalam kinerja pelayanan publik. Selain itu juga yang menjadi faktor yang menghambat strategi Pemerintah Daerah dalam meningkatkan kinerja pelayanan publik dilingkungan Sekretariat Daerah menunjukan bahwa Sumber Daya Manusia, Mutasi, maupun Anggaran sangatlah berpengaruh, hal ini dikarenakan Sumber Daya Manusia yang rendah, terjadi mutasi yang tidak sesuai dengan keahlian dan harus menyesuaikan lagi dengan lingkungan kerja yang baru, serta anggaran yang sangat minim sehingga tidak dapat mengakomodir segala sesuatu yang dibutuhkan dalam pelayanan publik.This research aims to know and describe the Strategy Of Local Government In Order To Increasing Perform Of Public Service In Environment Secretariat Local Regency of North Bolaang Mongondow and also to know and describe what factors that constraint the strategy of local government to increase perform of public service in that region by using phenomenologist approach in qualitative research, while in order to collect the data, this research use observation, interview, and documentation. The result of research show that the Strategy of Local Government Specifically In Environment Secretariat Local Regency of North Bolaang Mongondow consist of three points that become the strategy of local government that include in plannning strategy, they are (1). Increasing perform of apparatus (2) Develop SOP and SPM (3). Increasing medium and supporting medium. Those all show that still so far from expectation, this case prove by human resources that really minimum both quality and quantity, the implementation of SOP and SPM not balance in parts of organization, and also about the medium and supporting medium of public service are not equal, particularly in IT such as telecom and fax. So that is way, the government should increase training of technological guidance in order to develop competence of apparatus, SOP and SPM and also apply it in perform of public service. Besides that, factor that constraint the strategy of local government to increase perform of public service in that region show that human resources, mutation, and also budget is very influence, this case is because human resources is still minimum, mutation that not appropriate with skill and should adjust with new environment, while the minimum of budget makes it cannot accommodate something which is needed in public service.
PENGARUH LINGKUNGAN KERJA DAN MOTIVASI KERJA TERHADAP KEPUASAN KERJA KARYAWAN PADA DIREKTORAT UMUM LEMBAGA PELAYANAN PUBLIK TELEVISI REPUBLIK INDONESIA I Ketut R. Sudiarditha; Agung AWS Waspodo; Nesia Ayu Triani
Jurnal Manajemen Vol. 20 No. 2 (2016): June 2016
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v20i2.48

Abstract

Penelitian ini bertujuan untuk: (1) Mengetahui pengaruh lingkungan kerja terhadap kepuasan kerja karyawan pada Lembaga Pelayanan Publik TVRI. (2) Mengetahui pengaruh motivasi kerja terhadap kepuasan kerja karyawan pada Lembaga Pelayanan Publik TVRI. (3) Mengetahui pengaruh lingkungan kerja dan motivasi kerja secara bersama-sama terhadap kepuasan kerja karyawan pada Lembaga Pelayanan Publik TVRI. Teknik analisis yang digunakan pada penelitian ini adalah analisis regresi linear sederhana dan regresi linear berganda. Pengambilan sampel dilakukan dengan teknik stratified random sampling, sedangkan teknik pengumpulan data dilakukan dengan melakukan penyebaran kuisioner, yang kemudian diolah menggunakan SPSS 19.0. Hasil penelitian menunjukkan bahwa: (1) Lingkungan kerja memiliki pengaruh yang signifikan terhadap kepuasan kerja. Artinya Lingkunagn kerja yang kondosif akan tercipta peningkatan kepuasan kerja. (2) Motivasi kerja memiliki pengaruh yang signifikan terhadap kepuasan kerja. Artinya motivasi yang tinggi akan dapat meningkatkan kepuasan kerja. (3) Lingkungan kerja dan motivasi kerja secara bersama-sama memiliki pengaruh yang signifikan terhadap kepuasan kerja; besarnya pengaruh adalah 34.9%.This study aims to: (1) To determine the effect of the work environment on employee job satisfaction at the General Directorate of Public Services TVRI. (2) To determine the effect of work motivation on employee job satisfaction at the General Directorate of Public Services TVRI. (3) To determine the effect of the working environment and motivation to work together on employee job satisfaction at the General Directorate of Public Services TVRI. The analysis technique used in this study is a simple linear regression analysis and multiple linear regression. Sampling was done by stratified random sampling technique, while the technique of data collection is done by distributing questionnaires, which are then processed using SPSS 19.0. The results showed that: (1) The working environment has a significant impact on job satisfaction. This means that a conducive working environment will be increased job satisfaction. (2) Motivation of work has a significant impact on job satisfaction. This means that high motivation will be able to increase job satisfaction, (3) The work and motivation to work together to have a significant impact on job satisfaction; the influence is 34.9%.
PENGARUH IKLIM ORGANISASI DAN TIPE KEPRIBADIAN TERHADAP STRES KERJA DAN PERILAKU KEWARGAAN (Studi pada Karyawan Klinik Laboratorium Prodia Cabang Menteng, Jakarta) Dewi Purwanti; Mafizatun Nurhayati
Jurnal Manajemen Vol. 20 No. 2 (2016): June 2016
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v20i2.49

Abstract

Tujuan penelitian ini menganalisis pengaruh iklim organisasi dan kepribadian terhadap stres kerja, dan perilaku kewargaan. Responden penelitian adalah seluruh karyawan Klinik Laboratorium Prodia cabang Menteng, sebanyak 50 karyawan. Metode analisis dalam penelitian ini adalah Structural Equation Model (SEM) dengan pendekatan Partial Least Square (PLS). Temuan penelitian adalah bahwa iklim organisasi berpengaruh positif terhadap perilaku kewargaan, namun iklim organisasi tidak berpengaruh terhadap stres kerja. Kepribadian tipe A berpengaruh positif terhadap stres kerja, sedangkan kepribadian tipe B tidak berpengaruh terhadap stres kerja. Kepribadian tipe A tidak berpengaruh terhadap perilaku kewargaan, sedangkan kepribadian tipe B tidak berpengaruh terhadap perilaku kewargaan. Terakhir, stres kerja tidak berpengaruh terhadap perilaku kewargaan.The research aims to examine and analyze the influence of organizational climate and personality on job stress and its impact on organizational citizenship behavior. This study uses all employees Clinical Lab. Prodia branch Menteng is using saturated sample in order to obtain a sample of 50 employees. The approach that is used in this research is Structural Equation Model (SEM) based on Partial Least Square (PLS). Results show that the organizational climate provides a positive and significant effect on the behavior of citizenship. Then the organizational climate does not give effect to job stress. Then type A personality has significant impact on job stress while type B personality does not have a significant impact on job stress. Type A personality does not have a significant impact on organizational citizenship behavior, while personality type B does not have a significant impact on the organizational citizenship behavior. And the last job stress does not influence the organizational citizenship behavior.
KEPRIBADIAN KARYAWAN DAN BUDAYA ORGANISASI: FAKTOR DETERMINAN KETERIKATAN KARYAWAN (EMPLOYEE ENGAGEMENT) Rian Nurjanah; Rofi Rofaida; Suryana Suryana
Jurnal Manajemen Vol. 20 No. 2 (2016): June 2016
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v20i2.50

Abstract

Penelitian dilatarbelakangi oleh hasil penjualan yang menurun dan tidak memenuhi target, denda keterlambatan penyelesaian proyek yang tinggi, dan kerugian yang dialami oleh PT X, salah satu perusahaan yang bergerak pada industri telekomunikasi di Jawa Barat. pada tahun 2014. Profitabilitas dan produktivitas perusahaan berkaitan dengan keterikatan karyawan (employee engagement). Penelitian ini bertujuan untuk mengetahui gambaran kepribadian karyawan, persepsi budaya organisasi menurut karyawan, dan keterikatan karyawan serta untuk mengetahui pengaruh kepribadian karyawan dan persepsi budaya organisasi terhadap keterikatan karyawan (employee engagement). Penelitian dilakukan dengan menggunakan metode deskriptif dan verifikatif. Desain penelitian ini adalah desain kausalitas. Analisis statistik yang digunakan dalam penelitian ini adalah analisis korelasi pearson product moment dan analisis regresi berganda. Hasil penelitian ini menunjukkan bahwa kepribadian karyawan berpengaruh secara positif dan signifikan terhadap keterikatan karyawan. Demikian dengan persepsi budaya organisasi juga berpengaruh positif dan signifikan terhadap keterikatan karyawan. Kepribadian karyawan dan persepsi budaya organisasi secara simultan dan signifikan berpengaruh terhadap keterikatan karyawan, namun yang memiliki pengaruh lebih besar terhadap keterikatan karyawan adalah kepribadian karyawan.This research based on declining sales outcome and not achieves the target, a fine delay completion of project high, and losses PT X, one of the companies in telecommunication industry at Jawa Barat in 2014. Profitability and productivity relating to employee engagement. Research aims to describe employee personality, organizational culture perception, and employee engagement and to know the influence of employee personality and organizational culture perception on employee engagement. This research is done with descriptive and verification method. This research use causality design. Statistical analysis used in this research was pearson correlations analysis and multiple regression. This research result indicates that employee personality influential positively and significant impact on employee engagement. Organizational culture perception has positive and significant impact on employee engagement too. Employee personality and organizational culture perception simultaneously and significant impact on employee engagement, but the biggest influence to employee engagement is employee personality.
CONSUMER BEHAVIOR PREDICTION ANALYSIS BASED ON RATIONALISM AND UNDERSTANDING ABOUT CONSEQUENCES TOWARDS PIRATED DIGITAL PRODUCTS Palus Palus; Jony Oktavian Haryanto
Jurnal Manajemen Vol. 20 No. 2 (2016): June 2016
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v20i2.51

Abstract

This research is conducted to examine consumer perception related with rationalization and understanding of risk consequences and their advantages by predicting desires related with digital product piracy. The motivation to conduct digital piracy is reinforced with understanding the advantages obtained and consumer behavior towards digital product piracy. Various rationalization techniques also support reinforcing their motivation to engage in piracy. Interestingly, that motivation can be hindered with perceptions about the consequences or social norm regulations and moral responsibilities. Analytical results reveal that consumer intention to use pirated digital products can continuously increase, because it is influenced by the understanding of the advantages obtained, the rational techniques used, their attitudes toward piracy, and perceptions in controlling behavior. On another side, moral responsibilities and social norms also play a role in reducing the intensity of using pirated digital products.
COMMITMENT SEBAGAI VARIABEL MEDIASI PENGARUH TRUST TERHADAP REPURCHASE INTENTION PADA RESTORAN WARALABA LOKAL Sri Vandayuli Riorini
Jurnal Manajemen Vol. 20 No. 1 (2016): February 2016
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v20i1.62

Abstract

Waralaba merupakan bentuk bisnis ritel khususnya restoran yang semakin berkembang dan menjanjikan. Persaingan menjadi semakin ketat ditambah masuknya franchisor asing. Loyalitas pelanggan merupakan kunci untuk memenangkan persaingan. Tujuan dari penelitian ini adalah untuk menganalisis Trust, Affective commitment, Continuance commitment terhadap Repurchase intention. Responden sebagai sampel dalam penelitian ini sebanyak 200 responden yang berkunjung ke restoran waralaba lokal, yang dipihih dengan menggunakan teknik Purposive sampling. Selanjutnya, metode analisis data menggunakan Teknik Structural Equation Model. Hasil penelitian menemukan bahwa seluruh Hipotesis yang dikemukakan dapat didukung, dimana (1) terdapat pengaruh positif Trust terhadap Affective commitment, (2) terdapat pengaruh positif Trust terhadap Continuance commitment, (3) terdapat pengaruh positif Affective trust terhadap Repurchase intention, (4) terdapat pengaruh positif Continuance commitment terhadap Repurchase intention, dan (5) terdapat pengaruh positif Trust terhadap Repurchase intention. Selanjutnya, ditemukan pula bahwa (1) Affective dan Continuance commitment merupakan variabel mediasi antara Trust dan Repurchase intention, dan (2) Continuance commitment merupakan faktor yang lebih kuat dalam mempengaruhi Trust, dan Repurchase intention dibandingkan Affective commitment. Untuk penelitian selanjutnya disarankan agar penelitian ini diterapkan pada jenis waralaba lokal lainnya, seperti department store, convenience store, specialty store, supermarket, dan hypermarket, serta menambahkan Service quality dan Customer satisfaction sebagai anteseden dari Trust dan Word-of-mouth sebagai konsekuensi dari Commitment.Franchising is a form of retail businesses, especially those of growing and promising restaurants. Competition is becoming more tightly multiplied by the entry of foreign franchisors. Customer loyalty is the key to win the competition. The purpose of this study is to analyze the trust, affective commitment, continuance commitment towards repurchase intention. Respondents as the sample of this study were 200 respondents who visited local franchise restaurants, chosen by using Purposive Sampling technique. Furthermore, the method of data analysis applies the Structural Equation Model techniques. The study finds that the entire hypothesis presented can be supported, where there are (1) a positive influence of trust towards affective commitment, (2) a positive influence of trust towards continuance commitment, (3) a positive affective trust towards repurchase intention, (4) a positive influence continuance commitment towards repurchase intention, and (5) a positive effect of trust towards repurchase intention. Furthermore, it is also found that (1) affective and continuance commitment is a mediator variable between the trust and repurchase intention, and (2) continuance commitment is a stronger factor in influencing the trust and repurchase intention than affective commitment. For further study, it is recommended that this research be applied to other types of local franchises, such as department stores, convenience stores, specialty stores, supermarkets and hypermarkets, as well as adding service quality and customer satisfaction as antecedents of trust and word-of-mouth as a consequence of the commitment
IMPLIKASI GREEN BRAND IMAGE, GREEN SATISFACTION DAN GREEN TRUST TERHADAP LOYALITAS PELANGGAN (Studi Kasus Pada Konsumen AMDK Galon Merk AQUA di Wilayah Serpong Utara) Rina Astini
Jurnal Manajemen Vol. 20 No. 1 (2016): February 2016
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v20i1.63

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh green brand image dan green satisfaction terhadap green trust serta implikasinya terhadap customer loyalty pada produk air mineral kemasan galon AQUA di wilayah Sepong Utara, Tangerang Selatan. Data dikumpulkan melalui 150 responden yang mengkonsumsi air mineral kemasan galon AQUA dengan menggunakan kuesioner di Serpong Utara. Analisis data yang digunakan adalah analisis statistik dalam bentuk Structural Equation Modeling. Hasil penelitian ini menunjukkan bahwa green brand image berpengaruh signifikan terhadap green satisfaction, sementara green brand image berpengaruh negatif terhadap green trust. Green satisfaction berpengaruh signifikan terhadap green trust, dan green trust berpengaruh signifikan terhadap customer loyalty pada produk air mineral kemasan galon AQUA di wilayah Sepong Utara, Tangerang Selatan.The Purpose of this study is to know the impacts of green brand image and green satisfaction on green trust and its implication on the customer’s loyalty on gallon bottled mineral water products AQUA at North Serpong, South Tangerang. Data were collected from 150 respondents who consume gallon bottled mineral water products AQUA at North Serpong, South Tangerang using a questionnaire. Data analysis which is used is statistical analysis in the form of Structural Equation Modeling. The results indicated that green brand image does significantly affect green satisfaction, while green brand image does negative affect green trust. Green satisfaction does significantly affect green trust, and green trust does significantly affect customer’s loyalty on gallon bottled mineral water products AQUA at North Serpong, South Tangerang.
STUDI TENTANG EFEK GREEN ADVERTISING PADA INTENSI MEMBELI DENGAN PERILAKU PEDULI LINGKUNGAN SEBAGAI MODERASI Dwinita Laksmidewi
Jurnal Manajemen Vol. 20 No. 1 (2016): February 2016
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v20i1.64

Abstract

Studi ini bertujuan meneliti apakah iklan bertema lingkungan (green advertising) memiliki efek yang positif terhadap perilaku konsumen. Penelitian menggunakan metode eksperimen yang terdiri dari 2 studi. Hasil studi 1 memperlihatkan bahwa green advertising berpengaruh positif terhadap intensi membeli, melalui mediasi brand attitude dan sikap terhadap iklan. Perilaku peduli lingkungan memiliki peran moderasi, green advertising dapat berpengaruh langsung terhadap intensi membeli pada konsumen yang memiliki perilaku peduli lingkungan yang sangat tinggi. Studi 2 menunjukkan bahwa apabila konsumen diberikan pengetahuan tentang isu lingkungan, maka green advertising akan berpengaruh positif terhadap brand attitude, yang kemudian berpengaruh terhadap intensi membeli.This study aims to examine whether green advertising has positive effect on consumer behavior. The study uses an experimental method that consists of two studies. Study 1 results show that green advertising have positive effect on purchase intention, through the mediation of brand attitude and attitude toward advertising. Green behavior has a moderation role; green advertising has direct effect on purchase intention when consumers have a high green behavior. Study 2 shows that brand attitude will be higher when consumers have highenvironmental knowledge, and then should have a positive effect on purchase intention as the result.

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