The International Journal of Business & Management

The PDF file you selected should load here if your Web browser has a PDF reader plug-in installed (for example, a recent version of Adobe Acrobat Reader).

If you would like more information about how to print, save, and work with PDFs, Highwire Press provides a helpful Frequently Asked Questions about PDFs.

Alternatively, you can download the PDF file directly to your computer, from where it can be opened using a PDF reader. To download the PDF, click the Download link above.

Fullscreen Fullscreen Off


The purpose of this study is to investigate and analyse the influence of consumer preference towards the brand value, the influence of product innovation towards the green brand, the influence of brand value towards the willingness to pay and to analyse the influence of green brand towards the willingness to pay. The population in this study is the consumers of Beauty Clinic in Indonesia. Samples taken in this study were some consumers of Beauty Clinictotalling 200 respondents. Analysis of the data in this study used SEM-AMOS method. The results of this study showed that consumer preference has asignificant positive effect on brand value, product innovation has a significant positive effect on green brand, brand value has a significant positive effect on willingness to pay, and green band has a significant positive effect on willingness to pay. 


User
Notifications
Font Size