PENGARUH PERSEPSI NILAI PRODUK HIJAU (GREEN PERCEIVED VALUE) DAN KEPERCAYAAN PRODUK HIJAU (GREEN TRUST) TERHADAP MINAT BELI PRODUK HIJAU (GREEN PURCHASE INTENTION) AIR CONDITIONER MEREK DAIKIN

Cesaria, Ersilia (2017) PENGARUH PERSEPSI NILAI PRODUK HIJAU (GREEN PERCEIVED VALUE) DAN KEPERCAYAAN PRODUK HIJAU (GREEN TRUST) TERHADAP MINAT BELI PRODUK HIJAU (GREEN PURCHASE INTENTION) AIR CONDITIONER MEREK DAIKIN. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ERSILIA CESARIA, The influence of green perceived value and green trust on green purchase intention Daikin air conditioner. The purpose of this study is to know the influence of green perceived value an green trust on green purchase intention Daikin air conditioner. The population of this study was people invited AC shop in Hypermart Cibubur Junction and intend to buy AC with green features. The sampling method used was purposive sampling with 156 respondents. Analysis technique used was multiple linear regression. The result show that green perceived value and green trust positively affect green purchase intention Daikin air conditioner. The previous study also shown that green perceived value and green trust positively affect green purchase intention. This study expected to be input study to green AC industry in Jakarta and keep improving the green perceived value of product and green trust of consumer. Key word: green perceived value, green trust, green purchase intention, air conditioner

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