Pengaruh Attitude toward Green Brand dan Green Brand Knowledge terhadap Green Purchase Intention pada Generasi Milenial
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Penelitian ini bertujuan untuk mengetahui pengaruh attitude toward green product dan green brand knowledge terhadap green purchase intention pada generasi milenial. Penelitian ini melibatkan 125 partisipan dengan rentang usia 21-41 tahun. Teknik Analisa dalam penelitian ini menggunakan uji regresi dengan multiple regression dengan bantuan program Jamovi 1.6.23. Hasil analisis pada penelitian ini memiliki nilai signifikansi (p) sebesar <.001 dengan koefisien regresi (R2=0,454). Hasil tersebut menunjukkan bahwa attitude toward green brand dan green brand knowledge secara bersamaan dapat menjelaskan variasi green purchase intention sebesar 45.4%. Nilai estimate kedua variable memiliki tanda positif, dimana berarti setiap kenaikan 1 skor attitude toward green brand akan menaikkan green purchase intention sebesar 0,108. Selanjutnya, kenaikan 1 skor green brand knowledge akan menaikkan green purchase intention sebesar 0,257.
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