Peran Kebiasaan Membaca Label dalam Memediasi Pengaruh Variabel Demografi terhadap Niat Membeli Produk Hijau Merek Natur-E di Kota Denpasar

  • Yuliana Putri Fakultas Ekonomi dan Bisnis Universitas Udayana
  • Gede Suparna Fakultas Ekonomi dan Bisnis Universitas Udayana

Abstract

As for the purpose of this research is to determine the role of reading labels to mediate the effect of demographic variables on purchase intention green product Natur-E in Denpasar. Number of samples of this study was 100 respondents who been through certain criteria. Based on Baron and Kenny Steps and Sobel Test demographic has positive on purchase intention and reading label, and then reading label has positive on purchase intention green product Natur-E in Denpasar. This study also showed that reading label mediate positive demographic on purchase intention green product Natur-E in Denpasar.

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Author Biographies

Yuliana Putri, Fakultas Ekonomi dan Bisnis Universitas Udayana
Fakultas Ekonomi dan Bisnis Universitas Udayana
Gede Suparna, Fakultas Ekonomi dan Bisnis Universitas Udayana
Fakultas Ekonomi dan Bisnis Universitas Udayana
Published
2014-04-03
How to Cite
PUTRI, Yuliana; SUPARNA, Gede. Peran Kebiasaan Membaca Label dalam Memediasi Pengaruh Variabel Demografi terhadap Niat Membeli Produk Hijau Merek Natur-E di Kota Denpasar. E-Jurnal Manajemen, [S.l.], v. 3, n. 4, apr. 2014. ISSN 2302-8912. Available at: <https://ojs.unud.ac.id/index.php/Manajemen/article/view/7530>. Date accessed: 25 oct. 2020.
Section
Articles

Keywords

reading label, demographic, purchase intention