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JDM (Jurnal Dinamika Manajemen)
Published by Universitas Negeri Semarang
ISSN : 20860668     EISSN : 23375434     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Jurnal Dinamika Manajemen [p-ISSN: 2086-0668 | e-ISSN: 2337-5434] issued by the Department of Management, Faculty of Economics, Universitas Negeri Semarang, Indonesia, periodically (every 6 months) in March and September with the aim of disseminating information about the study of knowledge management in the form of conceptual studies and research results.
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Articles 31 Documents
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Search results for , issue "Vol 6, No 2 (2015): September 2015" : 31 Documents clear
The Role of Attitude in Mediating Consumer Knowledge Influence towards the Purchase Intention of Green Product Wulandari,, A.A Sagung Ayu; Rahyuda, I Ketut; Yasa, Ni Nyoman Kerti
JDM (Jurnal Dinamika Manajemen) Vol 6, No 2 (2015): September 2015
Publisher : Department of Management, Faculty of Economics and Business, Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/jdm.v6i2.4302

Abstract

Protecting the environment has become a main idea for some modern companies in applying the green marketing strategy. Many consumers perceive that a product with natural raw material can give a better benefit both in terms of health issue and environment. The purpose of this study is to find out the role of attitude in mediating consumer knowledge influence towards the purchase intention of green product Ever-E 250 in Denpasar.The samples were 110 respondents from all over Denpasar taken with the purposive sampling method and path analysis. The result of the study shows that consumer knowledge has significant and positive influence towards the attitude and purchase intention of green product Ever-E 250. The attitude variable has been proven to be able to mediate consumer knowledge influence towards the purchase intention of green product Ever-E 250 in Denpasar significantly, while the mediation happen is partial, so that the attitude variable functions as a mediator of consumer knowledge influence towards the purchase intention of green product.

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