The Effect of Green Label, Perceived Quality, and Brand Image on Purchase Intention of Tissue Plenty in Jakarta

DOI

10.2991/assehr.k.210805.173How to use a DOI?

Keywords

Green Label, Perceived Quality and Brand Image and Purchase Intention

Abstract

The development of the paper industry has decreased as a result of widespread issues of climate change, global warming, deforestation, narrowing forest land and the transfer of paper use to digital. On the other hand, companies are required to continue producing in order to survive, develop and generate profits. One of the products made from paper raw materials that has experienced an increase in demand from year to year is tissue. In China, in order to boost the tourism sector, the government is campaigning for cleanliness, making the demand for tissue increasing. In Indonesia, one of the tissue products that supports the tourism sector by supplying tissue to hotels, restaurants and malls is Plenty. However, in the Indonesian paper industry, Plenty has to compete with other brands. One of its main competitors is Passeo which is owned by Sinarmas. This study aims to determine how far the relationship between green label, perceived quality and brand image affects purchase intention in Plenty’s products in Jakarta. Data obtained from questionnaires distributed via Google Form. The sample used in this study were 119 respondents. with the help of IBM SPSS Version 21, the result is green label, perceived quality and brand image have a positive effect on purchase intention.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nofilia Faulina Perlambang
AU  - Eko Harry Susanto
PY  - 2021
DA  - 2021/08/08
TI  - The Effect of Green Label, Perceived Quality, and Brand Image on Purchase Intention of Tissue Plenty in Jakarta
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 1103
EP  - 1106
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.173
DO  - 10.2991/assehr.k.210805.173
ID  - Perlambang2021
ER  -