PENGARUH ENVIRONMENTAL CONCERN, GREEN TRUST DAN GREEN PRICE TERHADAP GREEN PURCHASE INTENTION (Studi pada Love Beauty And Planet Body Lotion di DKI Jakarta)
Keywords:
Environmental Concern, Green Trust, Green Price, Green Purchase IntentionAbstract
Penelitian ini untuk mengetahui pengaruh environmental concern, green trust dan green price terhadap green purchase intention pada love beauty and planet body lotion di DKI Jakarta. Penelitian ini dilakukan terhadap 104 responden dengan menggunakan pendekatan kuantitatif. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa environmental concern tidak berpengaruh terhadap green purchase intention, green trust berpengaruh positif dan signifikan terhadap green purchase intention dan green price berpengaruh positif dan signifikan terhadap green purchase intention.
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