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KETERKAITAN GREEN MARKETING AWARENESS, PERCEIVED INNOVATION, PERCEIVED VALUE DAN PURCHASE INTENTION (Kasus : Cafe Karambia di Kota Padang ) TESIS
| Content Provider | Semantic Scholar |
|---|---|
| Author | Lenggogeni, Sari Diajukan, Disusun Dan Memenuhi, Untuk Dalam, Salah Satu Syarat Sarjana, Mencapai Derajat Manajemen, Magister |
| Copyright Year | 2017 |
| Abstract | Environmental problems become an important factor in the decision to purchase a product, green marketing strategy is a way to improve competitive advantage and purchase intentions of consumers towards a product or service. Marketing with environmental based create a business that is based on environment and good for ecological sustainability. Green marketing is a strategy that is indispensable in the company to capture market share, since consumers are now more active in trying to preserve the environment. This study aims to determine the effect of green marketing awareness of perceived innovation, perceived value and purchase intention with data analysis using descriptive statistics and SEM (Structural Equation Modelling) which is operated using SmartPLS program. Based on the survey results revealed that awareness of green marketing does not affect the purchase intention, perceived innovation is closely related to perceived value and perceived value is closely related to the purchase intention. The value of Adjusted R Square of purchase intention of 55.72% means that purchase intention able to be explained by green marketing awareness and perceived value and the value of Adjusted R Square of perceived value amounted to 42.64% means that perceived value is able to be explained by the perceived innovation and purchase intention. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://scholar.unand.ac.id/20522/1/COVER%20dan%20ABSTRAK%20TESIS.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
