ANALISIS FAKTOR YANG MEMPENGARUHI GREEN PURCHASE INTENTION DIMODERASI OLEH GREEN BRAND KNOWLEDGE | Elistia | Jurnal USAHA

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Elistia Elistia
Universitas Esa Unggul
Indonesia

Sartika Dwi Rohmatin
Universitas Esa Unggul
Indonesia

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Keywords Attitude, Green Brand Knowledge, Green Purchase Intention, Green Brand Positioning, Perceived Behavioral Control, Subjective Norm. Content Marketing Customer Engagement Digital Marketing, Financial Management, Sales Turnover, MSMEs HOTS, Focus, Entrepreneurship, Creativity. Harga, Keputusan Pembelian, Kualitas Produk, MR. DIY, Promosi Kelas Eksperimen Kelas Kontrol Kinerja Usaha Live Streaming, Celebrity Endorser, Keputusan Pembelian NPL, BOPO, Financial Suistainability Pendidikan Kewirausahaan UMKM, Skala Menengah, Kredit Usaha, Bank Umum board diversity, corporate innovation, library research. budaya organisasi generasi Z kepemimpinan digital kinerja usaha learning organization uang persediaan kartu kredit pemerintah, belanja, digital, cashless wirausaha

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