PENGARUH GREEN BRAND IMAGE DAN GREEN PERCEIVED VALUE TERHADAP GREEN TRUST DAN GREEN BRAND EQUITY
| Main Authors: | Mahendra, I Made Gilang, Sulistyawati, Eka |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2017
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| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/30716 https://ojs.unud.ac.id/index.php/Manajemen/article/view/30716/19194 |
Daftar Isi:
- Tujuan dari penelitian ini untuk mengetahui pengaruh green brand image, green perceved value terhadap green trust dan green brand equity produk AMDK Ades di Kota Denpasar. Jumlah sampel yang digunakan sebanyak 100 orang dan dikumpulkan melalui metode non probability sampling. Data dikumpulkan dengan menyebarkan kuesioner dan menggunakan skala likert. Teknik analisis yang digunakan adalah PLS. Hasil analisis menunjukkan green brand image berpengaruh secara positif dan signifikan terhadap green trust dan green brand equity. Green perceived value berpengaruh secara positif dan signifikan terhadap green trust dan green brand equity, dan green trust berpengaruh secara positif dan signifikan terhadap green brand equity.
- The purpose of this study to determine the effect of green brand image, green perceved value on green trust and the green brand equity of Ades bottled water products in Denpasar. The samples used were 100 people and collected through non-probability sampling method. Data were collected by distributing questionnaires and using Likert scale. The analysis technique used is PLS. The analysis showed green brand image influence positively and significantly to the green green trust and brand equity. Green perceived value affect positively and significantly to green and green brand equity trusts, and green trust influence positively and significantly to the green brand equity.