GREEN BRAND EFFECTS ON GREEN PURCHASE INTENTION (LIFE RESTAURANT NEVER ENDED)

Main Article Content

Rennyta Yusiana
Arry Widodo
Agus Maolana Hidayat
Prima Kusuma Oktaviani

Abstract

Currently the restaurant business is growing rapidly in Bandung. This development occurred because of the support of people's behavior to eat outside the home. The issue of environmental damage such as global warming and the greenhouse gas effect, encouraging the emergence of restaurants that provide healthy products and green products. This restaurant appears in order to improve healthy behavior, reduce waste, and provide education to people to live healthy and to protect the environment. One of them is Restoran Kehidupan Tidak Pernah Berakhir (KTPB) which is a vegan restaurant in Indonesia that provides a healthy lifestyle by eating only vegetables and to educate consumers to consume green products. This study aims to determine the effect of Green Brand Positioning, Green Brand Knowledge, Attitude Toward Green Brand in increasing Green Purchase Intention. This research is a quantitative explanatory study using 400 community respondents. Bandung. The calculation and data processing will use Amos software. The results showed that, Green Brand Positioning has a significant impact on Green Brand Knowledge and has significant implications for change for Green Brand Attitude Towards and has a significant influence on Green Purchase Intention. Those variables have a significant impact on the Green Purchase Intention for consumers Kehidupan Tidak Pernah Berakhir Restaurants (KTPB).

Article Details

How to Cite
Rennyta Yusiana, Arry Widodo, Hidayat, A. M., & Oktaviani, P. K. (2020). GREEN BRAND EFFECTS ON GREEN PURCHASE INTENTION (LIFE RESTAURANT NEVER ENDED). Dinasti International Journal of Management Science, 1(5), 762-768. https://doi.org/10.31933/dijms.v1i5.298
Section
Articles

References

Akbar et al., 2014, ‘Antecedents Affecting Customer’s Purchase Intentions toward Green Products’, Journal of Sociological Research, vol. 5, no. 1, ISSN 1948-5468.
Basuki, Agus Tri dan Nano Prawoto. 2016. Analisis Regresi dalam Penelitian Ekonomi dan Bisnis (Dilengkapi dengan SPSS dan Eviews). Yogyakarta: PT Rajagrafindo.
Dahlstrom, Robert. 2011. Green Marketing Management. United States of America: South-Western.
Echdar, Saban. 2017. Metode Penelitian Manajemen dan Bisnis: Panduan Komprehensif Langkah Demi Langkah Penelitian untuk Skripsi, Tesis, dan Disertasi: Ghalia Indonesia.
Huang, Yi-Chu, Minli Yang, Yu-Chun Wang. 2014. Effects of Green Brand on Green Purchase Intention. Marketing Intelligence & Planning, Vol. 32 Issue: 3, pp.250-268
Indrawati. 2015. Metode Penelitian Manajemen dan Bisnis Konvergensi Teknologi Komunikasi dan Informasi. Bandung: PT Refika Aditama.
Kotler, Philip dan Gary Armstrong. 2016. Principles of Marketing Sixteenth Edition: Global Edition. England: Pearson Education Limited.
Kotler, Philip dan Kevin Lane Keller. 2016. Marketing Management 15 Edition: Global Edition. England: Pearson Education Limited.
Kumar, P. dan B.M Ghodeswar. 2014. Factors Affecting Consumers’ Green Product Purchase Decisions. Marketing Intelligence & Planning. Vol. 33, No. 3, 330-347.
Kurniawati, Novia Ruli. 2017. Pengaruh Green Perceived Risk terhadap Green Purchase Intention yang Dimediasi oleh Green Trust (Studi pada Produk Lampu Philips LED di Kota Bandung). Skripsi. Universitas Telkom.
Kusumawati, Nila et al. 2017. Pengantar Statistika Penelitian. Depok: PT Rajagrafindo Persada.
Malhotra, N. K. 2015. Essentials of Marketing Research: A Hands-On Orientation. England: Pearson Education Limited.
Ottman, J. 2017. The New Rules of Green Marketing. San Francisco: Barrett-Koehler Publishers.
Pratama, Irvan Yuliandi. 2018. Pengaruh Consumer Guilt, Self Monitoring, Perceived Consumer Effectiveness terhadap Green Purchase Intemtion di Kota Bandung. Skripsi. Universitas Telkom.
Rukajat, Ajat. 2018. Pendekatan Penelitian Kuantitatif. Yogyakarta: Deepublish Publisher.
Sudaryono. 2016. Manajemen Pemasaran: Teori dan Implementasi. Yogyakarta: CV. ANDI OFFSET.
Sugiyono. 2017. Metode Penelitian Manajemen. Cetakan Keenam. Bandung: Alfabeta.
Sugiyono. 2018. Metode Penelitian Manajemen. Cetakan Keenam. Bandung: Alfabeta.
Sujarweni, V. Wiratna. 2015. Metodologi Penelitian Bisnis & Ekonomi, Cetakan Pertama. Yogyakarta: Pustaka Baru Press.
Suryanto, M. H. 2017. Metode Riset & Analisis Saluran Distribusi: Model dan Pengukuran Kepuasan Pelanggan Saluran Distribusi. Jakarta: PT. Grasindo
Trijono, Rachmat. 2015. Metodologi Penelitian Kuantitatif. Jakarta: Papas Sinar Sinanti.
Tristiani, Rizky Izdihar. 2019. Pengaruh Green Brand Positioning, Attitude Toward Green Brand, dan Green Brand Knowledge terhadap Green Purchase Intention pada Motor GESITS di Kota Jakarta. Skripsi. Universitas Telkom.
Widodo. 2017. Metodologi Penelitian: Populer & Praktis. Jakarta: PT. Rajagrafindo Persada.
Wang, H.-J. 2017. A Brand-Based Perspective on Differentiation of Green Brand Positioning. Management Decision, 55(7), 1460–1475.
Yusiana, Rennyta dan Arry Widodo. 2015. Green Brand Dimension Affecting Consumer Intention Using Green Product. Bandung: American Scientific Publishers.
Yusiana, Rennyta, Arry Widodo, dan Cicilia Stevanie. 2015. Pengaruh Green Marketing terhadap Nilai yang Dipersepsikan dalam Keputusan Pembelian pada ADES (Studi Kasus pada Mahasiswa/I Fakultas Komunikasi dan Bisnis Telkom University). Indonesia: Journal Ecodemica.