Analisis Pengaruh E-Wom Dalam Membentuk Green Purchase Intention Produk Tupperware Pada Generasi Z
DOI:
https://doi.org/10.22441/jdm.v7i2.27680Keywords:
E-WOM, Green Purchase Intention, Attitude, Perceived behavioral ControlAbstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Attitude, E-WOM, dan Perceived Behavioral Control terhadap Green Purchase Intention pada Generasi Z. Penelitian ini merupakan penelitian survei dengan menggunakan kuesioner untuk mengumpulkan data. Populasi dalam penelitian ini Generasi Z berdomisili di Yogyakarta. Sampel dalam penelitian ini adalah 100 responden dengan menggunakan metode purposive sampling. Teknik analisis data pada penelitian ini menggunakan analisis Regresi Linear Berganda melalui software SPSS. Hasil dari penelitian ini menunjukkan bahwa: 1) Attitude, E-WOM, dan Perceived Behavioral Control secara bersama-sama berpengaruh signifikan terhadap Green Purchase Intention, 2) Attitude berpengaruh positif dan signifikan terhadap Green Purchase Intention, 3) E-WOM berpengaruh positif dan signifikan terhadap Green Purchase Intention, 4) Perceived Behavioral Control berpengaruh positif dan signifikan terhadap Green Purchase Intention
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