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Going Green: Unleashing the Potential of Green Product Knowledge and Influencer Marketing in Eco-Friendly Sanitary Product Selection
release_rev_1ebc4954-d147-4f53-a250-609454010c28
by
Silpia Agustina,
ARS University,
Ali Amran,
Srie Wijaya Kesuma Dewi,
Yunika Komalasari,
Rofily Putriyandari,
Devi Yuniati Drajat,
ARS University,
ARS University,
ARS University,
ARS University,
ARS University
Published
in Journal of International Conference Proceedings
by AIBPM Publisher.
2024 Volume 6, Issue 6, p356-368
Abstract
This study examines the influence of green product knowledge and influencer marketing on purchase intention for ecofriendly sanitary products under the brand Nadnad. The data utilized in this research is primary data gathered by a survey method by giving questionnaires to 100 respondents residing in the city of Bandung, with respondent ages ranging from 15 to 35 years. Respondent selection was conducted by utilizing a nonprobability sampling approach with purpose sampling techniques. The type of research is a descriptive and verificative survey employing multiple regression analysis. The findings of this study, green product knowledge has a partially significant and positive impact on purchase intention, and influencer marketing has a partially significant and positive impact on purchase intention as well. Furthermore, green product knowledge and influencer marketing, have simultaneously significant and positive impacts on purchase intention. This research provides a deeper understanding of the importance of green product knowledge in increasing consumer purchase intention towards eco-friendly sanitary products and can encourage companies to consider influencer marketing strategies as an effective method for promoting eco-friendly products
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Date 2024-01-04
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Date 2024-01-04
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