Faktor Yang Mempengaruhi Intensi Pengunjung Dalam Memilih Destinasi Wisata

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Published Feb 6, 2020

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Ghiffari Herlambang Leonardus Alexander Nickvaldo
School of Business and Economics Universitas Prasetiya Mulya
Lidya Palupi Prayitno Muhammad Rezky Nugraha

Abstract

The purpose of this study is to determine the impact of green brand knowledge, consumer’s attitude towards green product and green brand positioning to the green product purchase intention The Body Shop. Questionnaires with 17 instruments are being distributed to 304 respondent in Jakarta, Depok, Bogor, Bekasi and Tangerang to gain the data. The data then being processed using computer software SPSS. Based on the research, green brand knowledge has the biggest influence on green product purchase intention. Cosmetic companies like The Body Shop may use promotion strategy to improve consumer’s green product knowledge.

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How to Cite
HERLAMBANG, Ghiffari et al. Faktor Yang Mempengaruhi Intensi Pengunjung Dalam Memilih Destinasi Wisata. Indonesian Business Review, [S.l.], v. 2, n. 2, p. 355-373, feb. 2020. ISSN 2654-6213. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/ibr/article/view/410>. Date accessed: 26 dec. 2024.
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Issue
Vol 2 No 2 (2019): Indonesian Business Review
Section
Articles

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