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Pengaruh Green Brand Affect terhadap Green Purchase Intention dengan Efek Mediasi Green Brand Association, Green Brand Attitude, dan Green Brand Trust
Previous researchers have shown that green brand affect, green brand association, green brand attitude can affect green purchase intention. However, the green brand trust construct has an important role in measuring the effect of these constructs. This study aims to prove the impact given by green brand trust, the influence of green brand affect, green brand association, green brand attitude on green purchase intention. This research is a quantitative research using snowball sampling technique with 252 Indonesian citizen respondents from 16 years old to 60 years old through an online survey. The results of the study found that there was no direct influence between green brand trust and green purchase intention. However, green brand trust has an influence as a mediation between green brand affect, green brand attitude and green purchase intention..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13132 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI 2021 |
|---|---|
| Edisi | - |
| Subjek | Green Brand Affect Green Purchase Intention Green Brand Association Green Brand Attitude Green Brand Trust |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xii, 146p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |