Open AccessPeran citra merek hijau, niat merek untuk meningkatkan loyalitas pembelian
Author(s) -
Sri Rahayu,
Rin Nanik,
S. Sulastri
Publication year - 2021
Publication title -
journal of business and information systems
Language(s) - English
Resource type - Journals
ISSN - 2685-2543
DOI - 10.36067/jbis.v3i1.94
Subject(s) - nonprobability sampling , brand image , laptop , advertising , brand loyalty , population , structural equation modeling , loyalty , psychology , sample (material) , sampling (signal processing) , survey methodology , business , marketing , engineering , mathematics , sociology , computer science , statistics , physics , demography , filter (signal processing) , thermodynamics , operating system , electrical engineering
This study aims to determine the role of green brand image in an effort to increase brand intention, and purchase loyalty. Research locations were held in various universities in the province of D.I.Yogyakarta. The population of this research is university students, and the research sample is 222 students. The sampling technique uses purposive sampling technique, minimum age 18, and a maximum 25 years old, laptop users at least 1 year. Data were collected through a survey by distributing questionnaires. The research data is processed using structural equation modeling, AMOS 21 program. The results of this study indicate that green brand image has a positive and significant effect on brand intention, and purchase loyalty. The more the green brand image increases, the more brand intention and purchase loyalty increases. This study also has limitations, and includes suggestions for future research.