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Analysis Of The Influence That Effect The Purchase Intention Of Environmentally Friendly Paper
Fatchur Rohman(a), Mochamad Soelton(b), Yudha B. Abadi(b), Nicco Prasetyo(b)

Fatchur Rohman, Universitas Brawijaya
Mochamad Soelton, Universitas Mercu Buana
Yudha B. Abadi, Universitas Brawijaya
Nicco Prasetyo, Universitas Mercu Buana


Abstract

ABSTRACT: This research aims to examine and analyze the effect of green positioning, product attributes, health consciousness, social influence on purchase intention. The method used in this research is descriptive method. The object of this research is consumers of PT. Berkat Wahana Saudara with 130 respondents. The approach used in this research is Structural Equation Model (SEM) analysis tool Smart-PLS 3.2.8. The results showed green positioning significant positive effect on purchase intention. Product attributes significant positive effect on purchase intention. Helath consciousness significant positive effect on purchase intention. Social influence significant positive effect on purchase intention,

Keywords: Green Positioning, Product Attributes, Health Consciousness, Social Influence, Purchase Intention

Topic: Marketing Management

Link: https://ifory.id/abstract/FMUfvkDYPerK

Conference: The 4th International Conference On Management, Economics And Business (ICMEB 2019)

Plain Format | Corresponding Author (Mochamad Soelton)

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