IMPACT PERCEIVED BRAND MOTIVATION AND ENVIRONMENTAL CONCERN ON ATTITUDE AND PURCHASE INTENTION

Chandra, Fernando (2023) IMPACT PERCEIVED BRAND MOTIVATION AND ENVIRONMENTAL CONCERN ON ATTITUDE AND PURCHASE INTENTION. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

High consumer purchase intention is one of the elements of success in business. Many ways can be done to increase consumer purchase intent. One way is to improve consumer attitudes on advertising products or company brands through the role of Perceived intrinsic brand motivation, perceived extrinsic brand motivation, and environmental concern. This study was conducted to examine how the influence of perceived intrinsic brand motivation, perceived extrinsic brand motivation, and environmental concern on attitude toward the ads. In addition, this study was also conducted to examine the effect of attitude toward the ads on purchase intention. The sample of this study was 250 consumers who have seen The results provide information that: 1) Perceived intrinsic brand motivation, perceived extrinsic brand motivation, environmental concern have a positive and significant influence on attitude toward the ads. 2) Attitude toward the ads has a positive and significant influence on purchase intention. brilliant brand T-shirt ads and have the desire to buyBrilliant brand T-shirts. The data analysis method uses multiple linear regression analysis and simple linear regression analysis. The results provide information that: 1) Perceived intrinsic brand motivation, perceived extrinsic brand motivation, environmental concern have a positive and significant influence on attitude toward the ads. 2) Attitude toward the ads has a positive and significant influence on purchase intention.

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