Pengaruh Green Brand Image, Environmental Knowledge, Dan Green Perceived Value Terhadap Niat Beli Hijau Di Coffee Shop Fore Coffee
DOI:
https://doi.org/10.61104/alz.v4i1.3995Keywords:
Citra Merek Hijau, Pengetahuan Lingkungan, Persepsi Nilai Hijau, Niat Beli HijauAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Green Brand Image, Environmental Knowledge, dan Green Perceived Value terhadap niat beli hijau di coffee shop Fore Coffee. Sampel dalam penelitian ini adalah 100 responden yang memiliki niat beli pada produk hijau di coffee shop Fore Coffee yang ditentukan dengan teknik berupa purposive sampling. Hasil peneltitian ini membuktikan bahwa: (1) Green Brand Image berpengaruh positif dan signifikan terhadap niat beli hijau di coffee shop Fore Coffee. (2) Environmental Knowledge tidak berpengaruh signifikan terhadap niat beli hijau di \ Fore Coffee. (3) Green Perceived Value berpengaruh positif dan signifikan terhadap niat beli hijau di coffee shop Fore Coffee
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