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http://dx.doi.org/10.13106/jafeb.2021.vol8.no4.0491

Brand Positioning and Repurchase Intention: The Effect of Attitude Toward Green Brand  

SITUMORANG, Tumpal Pangihutan (Faculty of Economics and Business, Diponegoro University)
INDRIANI, Farida (Faculty of Economics and Business, Diponegoro University)
SIMATUPANG, Rintar Agus (Department of Management, Universitas Papua)
SOESANTO, Harry (Faculty of Economics and Business, Diponegoro University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.4, 2021 , pp. 491-499 More about this Journal
Abstract
The purpose of this study was to examine the moderating effect of attitude toward green brand on green brand positioning and repurchase intention of environmentally friendly products, product knowledge on attitude toward green brand and the effect of green product knowledge on green repurchase intention. This study uses a structural equation approach with a sample size of 175 and uses an eight-point Likert scale. The data collection technique used purposive sampling. The criteria for respondents are to use environmentally friendly cosmetic products and the respondents live in Central Java and have consumed more than two times. Online sampling using google form. Data were analyzed using statistical software AMOS 22. The results showed that green brand positioning has a significant effect on repurchase intention. Attitude toward green brand has a positive effect in mediating the relationship between green brand positioning and repurchase intention. Similarly, green brand knowledge has a positive effect on attitudes, although green knowledge has no positive effect on repurchase intention. Product positioning in the minds of consumers is important in shaping attitudes. It is important for companies to continue to develop environmentally friendly products so that product positioning can be distinguished from competitors' products.
Keywords
Brand Positioning; Green Brand; Knowledge Green Brand; Repurchase Intention;
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