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Protecting the environment has become a main idea for some modern companies in applying the green marketing strategy. Many consumers perceive that a product with natural raw material can give a better benefit both in terms of health issue and environment. The purpose of this study is to find out the role of attitude in mediating consumer knowledge influence towards the purchase intention of green product Ever-E 250 in Denpasar.The samples were 110 respondents from all over Denpasar taken with the purposive sampling method and path analysis. The result of the study shows that consumer knowledge has significant and positive influence towards the attitude and purchase intention of green product Ever-E 250. The attitude variable has been proven to be able to mediate consumer knowledge influence towards the purchase intention of green product Ever-E 250 in Denpasar significantly, while the mediation happen is partial, so that the attitude variable functions as a mediator of consumer knowledge influence towards the purchase intention of green product. Info Artikel PERAN SIKAP MEMEDIASI PENGARUH PENGETAHUAN KONSUMEN TERHADAP NIAT BELI PRODUK HIJAU AbstrakPerlindungan terhadap lingkungan telah menjadi ide utama untuk beberapa perusahaan modern dalam menerapkan strategi pemasaran hijau. Banyak konsumen merasa bahwa produk dengan bahan baku alami dapat memberikan manfaat yang lebih baik dari segi kesehatan dan lingkungan. Tujuan dari penelitian ini adalah untuk mengetahui peran sikap dalam memediasi pengetahuan konsumen yang berpengaruh terhadap niat pembelian produk hijau Ever-E 250 di Denpasar. Jumlah sampel dalam penelitian ini adalah 110 responden dari seluruh Denpasar diambil dengan metode purposive sampling dan analisis jalur. Hasil penelitian menunjukkan bahwa pengetahuan konsumen memiliki pengaruh yang signifikan dan positif terhadap sikap dan niat pembelian produk hijau Ever-E 250. Variabel sikap telah terbukti dapat memediasi pengetahuan konsumen yang berpengaruh terhadap niat pembelian produk hijau Ever-E 250 di Denpasar secara signifikan, sedangkan mediasi yang terjadi adalah parsial, sehingga variable sikap berfungsi sebagai mediator pengetahuan konsumen yang berpengaruh terhadap niat pembelian produk hijau.

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<p><em>The purpose of this study was to determine the effect of market orientation towards innovation, the effect of market orientation on performance, the effect of innovation on the performance and innovation mediating role of market orientation on corporate performance convection in Denpasar. This study took a sample of 123 respondents who market their products in the city of Denpasar. The analysis technique used in this study is the path analysis. Results of market orientation hypothesis testing showed positive and significant impact on innovation, market orientation and significant positive effect on company performance, innovation and significant positive effect on company performance. Innovation is able to mediate the relationship of market orientation on business performance significantly. The practical implications derived from this study that the orientation of the market is able to create innovations that will directly improve the performance of the company. Employers convection in Denpasar should develop a culture of orientation on the market so as to boost innovation by adapting new ideas oriented market changes in order to achieve improved performance of the company</em></p>