Hubungan Antara Kesadaran Merek, Kualitas Persepsian, Kepercayaan Merek dan Minat Beli Produk Hijau

Article Sidebar

PDF
Published: Mar 1, 2014
Keywords:
brand awareness, perceived quality, brand trust, purchase intention

Main Article Content

Niken Permata Sari
Program Studi Manajemen Fakultas Ekonomi Universitas Muhammadiyah Yogyakarta Yogyakarta
Retno Widowati
Program Studi Manajemen Fakultas Ekonomi Universitas Muhammadiyah Yogyakarta Yogyakarta

Abstract

To enrich research related to green product purchase intention this study is focused on young educated consumers in Indonesia. This is reinforced by the recent rise in green business management at several companies, but still less education and public awareness on environmental issues and healthy living. This study investigates the relationship among brand awareness, perceived quality, brand trust and purchase intention toward green product “Ades” mineral water used purposive sampling with educated young consumers as subjects. The survey with questionnaires was conducted to collect the data. By implemented structural equation modeling (SEM) the results indicate that brand awareness has a significant effect toward purchase intention. Brand awareness and perceived quality have a significant and positive effects toward brand trust. Another result in this study shows that there is no positive effect of perceived quality and brand trust toward purchase intention.

Article Details

How to Cite
Sari, N. P., & Widowati, R. (2014). Hubungan Antara Kesadaran Merek, Kualitas Persepsian, Kepercayaan Merek dan Minat Beli Produk Hijau. Jurnal Manajemen Bisnis, 5(1), 59–79. Retrieved from https://journal.umy.ac.id/index.php/mb/article/view/629
Issue
Vol. 5 No. 1: March 2014
Section
Articles

License

You are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, even commercially.

Under the following terms:

  • Attribution — You must give appropriate credit, provide a link to the license, and indicate the changes made. This should be done in any reasonable manner, but not in any way that suggests the licensor endorses you or your usage.
  • ShareAlike — When you remix, transform, or build upon the material, the contributions must be distributed under the same license as the original.
  • No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

References

Aaker, David A., (2010), Manajemen Ekuitas Merek: Memanfaatkan Nilai dari Suatu Merek, Cetakan

Ketiga, Jakarta: Penerbit Mitra Utama.

Afiati, Dian, (2013), “Pengaruh Citra Merek, Kepercayaan Merek dan Persepsi Harga terhadap Minat Beli

Ulang Konsumen”, Journal of Economic and Management. 2, (1), 1–10.

Esch, FR., Langner, T., Schmitt, BH., dan Geus, P., (2006), “Are Brands Forever? How Brand Knowledge

And Relationships Affect Current And Future Purchases”, Journal of Product and Brand Management,

, (2), 98-105. ISSN: 1061-0421.

Ferrinadewi, Erna, (2005), “Atribut Produk yang Dipertimbangkan dalam Pembelian Kosmetik dan

Pengaruhnya pada Kepuasan Konsumen di Surabaya”, Jurnal Manajemen dan Kewirausahaan. 7,

(2), 139-151.

Ghozali, Imam, (2011), Model Persamaan Struktural Konsep dan Aplikasi dengan Program AMOS 19.0,

Semarang: BP Universitas Diponergoro.

Hair., et al., (2006,), Multivariate Data Analysis. Fifth Edition. New Jersey: Pearson Education International

Inc.

Hartini, Sri, (2012), “Perilaku Pembelian Smartphone: Analisis Brand Equity dan Brand Attachment”,

Jurnal Mitra Ekonomi dan Manajemen Bisnis. 3, (1), 75-86. ISSN: 2087 – 1090.(2), 181.

Veno, M. Dan Subagio, H., (2013), “Analisa Pengaruh Kepercayaan terhadap Tenaga Penjual (trus in

employee) dan Kepercayaan terhadap Merek (trust in brand) terhadap niat beli (purchase intention)

Konsumen Pada Bernini Furniture di Surabaya dan Semarang”, Jurnal Manajemen Pemasaran Petra,

, (2), 1 – 12.

Wibowo, S. F., (2011), “Karakteristik Konsumen Berwawasan Lingkungan Dan Hubungannya Dengan

Keputusan Membeli Produk Ramah Lingkungan”, EconoSains, IX, (2), 192-202.

Yaseen, et al., (2011), “Impact of Brand Awareness, Perceived Quality and Customer Loyalty on Brand

Profitability and Purchase Intention: A Resellers’ View”, Interdisciplinary Journal Of Contemporary

Research In Business, 3, (8), 833–839.

http://cocacolaamatil.co.id/products/index/40.46.107/ades. Diakses pada tanggal 17 September 2013

pk 11.00 WIB.

http://www.hijauku.com. Diakses pada tanggal 17 September 2013 pk 12.00 WIB.

http://www.hijauku.com/2011/07/13/pasar-indonesia-siap-menyambut-produk-hijau/. Diakses pada

tanggal 17 September 2013 pk 10.00 WIB.

http://indonesiagreenawards.com/penerimaiga2013. Diakses pada tanggal 17 September 2013 pk 11.30

WIB.

http://www.republika.co.id/berita/nasional/lingkungan/12/07/12/m71azt-wow-umy-raih-green-campusaward.

Diakses pada tanggal 17 September 2013 pk 13.00 WIB.