http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : Rintar Agus SIMATUPANG (검색결과 1 건)
- 무료
- 기관 내 무료
- 유료
-
Brand Positioning and Repurchase Intention: The Effect of Attitude Toward Green Brand
Tumpal Pangihutan SITUMORANG,Farida INDRIANI,Rintar Agus SIMATUPANG,Harry SOESANTO 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.4
The purpose of this study was to examine the moderating effect of attitude toward green brand on green brand positioning and repurchase intention of environmentally friendly products, product knowledge on attitude toward green brand and the effect of green product knowledge on green repurchase intention. This study uses a structural equation approach with a sample size of 175 and uses an eight-point Likert scale. The data collection technique used purposive sampling. The criteria for respondents are to use environmentally friendly cosmetic products and the respondents live in Central Java and have consumed more than two times. Online sampling using google form. Data were analyzed using statistical software AMOS 22. The results showed that green brand positioning has a significant effect on repurchase intention. Attitude toward green brand has a positive effect in mediating the relationship between green brand positioning and repurchase intention. Similarly, green brand knowledge has a positive effect on attitudes, although green knowledge has no positive effect on repurchase intention. Product positioning in the minds of consumers is important in shaping attitudes. It is important for companies to continue to develop environmentally friendly products so that product positioning can be distinguished from competitors’ products.
ScienceON
스콜라연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
