PERAN SIKAP MEMEDIASI PENGARUH PEMASARAN HIJAU TERHADAP NIAT BELI PRODUK RAMAH LINGKUNGAN
ABSTRACT: This research has
purpose to determine the effect of the green marketing towards purchase
intention, mediated by attitude. The research
did in Denpasar with 100 respondents as the sample. The population in
this study was the consumers of Starbucks Coffee who never have or bought a
Tumblr at Starbucks Coffee but know about it. The data analysis technique used
was the technique of Path analysis and the Sobel test. The result indicated
green marketing and also attitude had positive impact on the green product’s
purchase intention in Denpasar. The variable of attitude was proved to be able
mediated the effects of green marketing on green product’s purchase intention
about the Starbucks’s Tumblr in Denpasar significantly. The implication of this
research was the attitude had the important role in the green marketing that
will impact on the green product’s purchase intention so that Starbucks Coffee
expected to still promote its Tumblr
KEYWORDS: Green Marketing,
Attitude, Purchase Intention
Penulis: Ni Putu Eka Aprilisya
Kode Jurnal: jpmanajemendd170037
