Upaya Mengurangi Skeptisisme Iklan Hijau dalam Meningkatkan Perilaku Pembelian Produk Hijau
The purpose of this study was to analyze the effect of consumer involvement in environmental sustainability, relevance, confusion, and entertainment from an ad impression of green against the skepticism of consumers through an approach of how far the company can deliver their messages more effective...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Muhammadiyah University Press
2016-12-01
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| Series: | Benefit Jurnal Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | http://journals.ums.ac.id/index.php/benefit/article/view/3254 |
| _version_ | 1818248484207198208 |
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| author | Jati Waskito Wahyono Wahyono |
| author_facet | Jati Waskito Wahyono Wahyono |
| author_sort | Jati Waskito |
| collection | DOAJ |
| description | The purpose of this study was to analyze the effect of consumer involvement in environmental sustainability, relevance, confusion, and entertainment from an ad impression of green against the skepticism of consumers through an approach of how far the company can deliver their messages more effectively. Survey by the instrument list of questions to get 299 residents of the city of Solo who participated in the study. The results of multiple regression analysis found that consumer involvement and relevance negative effect on consumer apathy towards green advertising. Variable confusion positive effect on consumer apathy towards green advertising. While variable entertain no significant effect on their skepticism |
| first_indexed | 2024-12-12T15:21:20Z |
| format | Article |
| id | doaj.art-94e0d13b978248f49d1382342c3b4f10 |
| institution | Directory Open Access Journal |
| issn | 1410-4571 2541-2604 |
| language | English |
| last_indexed | 2024-12-12T15:21:20Z |
| publishDate | 2016-12-01 |
| publisher | Muhammadiyah University Press |
| record_format | Article |
| series | Benefit Jurnal Manajemen dan Bisnis |
| spelling | doaj.art-94e0d13b978248f49d1382342c3b4f102022-12-22T00:20:23ZengMuhammadiyah University PressBenefit Jurnal Manajemen dan Bisnis1410-45712541-26042016-12-01121071192270Upaya Mengurangi Skeptisisme Iklan Hijau dalam Meningkatkan Perilaku Pembelian Produk HijauJati Waskito0Wahyono Wahyono1Fakultas Ekonomi dan BisnisFakultas Ekonomi dan BisnisThe purpose of this study was to analyze the effect of consumer involvement in environmental sustainability, relevance, confusion, and entertainment from an ad impression of green against the skepticism of consumers through an approach of how far the company can deliver their messages more effectively. Survey by the instrument list of questions to get 299 residents of the city of Solo who participated in the study. The results of multiple regression analysis found that consumer involvement and relevance negative effect on consumer apathy towards green advertising. Variable confusion positive effect on consumer apathy towards green advertising. While variable entertain no significant effect on their skepticismhttp://journals.ums.ac.id/index.php/benefit/article/view/3254consumer involvement, relevance, confusion, entertain, sceptical |
| spellingShingle | Jati Waskito Wahyono Wahyono Upaya Mengurangi Skeptisisme Iklan Hijau dalam Meningkatkan Perilaku Pembelian Produk Hijau Benefit Jurnal Manajemen dan Bisnis consumer involvement, relevance, confusion, entertain, sceptical |
| title | Upaya Mengurangi Skeptisisme Iklan Hijau dalam Meningkatkan Perilaku Pembelian Produk Hijau |
| title_full | Upaya Mengurangi Skeptisisme Iklan Hijau dalam Meningkatkan Perilaku Pembelian Produk Hijau |
| title_fullStr | Upaya Mengurangi Skeptisisme Iklan Hijau dalam Meningkatkan Perilaku Pembelian Produk Hijau |
| title_full_unstemmed | Upaya Mengurangi Skeptisisme Iklan Hijau dalam Meningkatkan Perilaku Pembelian Produk Hijau |
| title_short | Upaya Mengurangi Skeptisisme Iklan Hijau dalam Meningkatkan Perilaku Pembelian Produk Hijau |
| title_sort | upaya mengurangi skeptisisme iklan hijau dalam meningkatkan perilaku pembelian produk hijau |
| topic | consumer involvement, relevance, confusion, entertain, sceptical |
| url | http://journals.ums.ac.id/index.php/benefit/article/view/3254 |
| work_keys_str_mv | AT jatiwaskito upayamengurangiskeptisismeiklanhijaudalammeningkatkanperilakupembelianprodukhijau AT wahyonowahyono upayamengurangiskeptisismeiklanhijaudalammeningkatkanperilakupembelianprodukhijau |