PERAN GREEN SATISFACTION MEMEDIASI HUBUNGAN GREEN BRAND IMAGE TERHADAP GREEN BRAND EQUITY
| Main Authors: | Pratama, I Putu Dipa Wahyu, Suryani, Alit |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | ind |
| 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/31252 https://ojs.unud.ac.id/index.php/Manajemen/article/view/31252/19604 |
Daftar Isi:
- This study aims to prove a role in mediating the relationship green brand image and green satisfaction of green brand equity. The sampling method using a non-porbability sampling through accidental sampling and purposive sampling with a sample size of 100 respondents. Data was collected by questionnaire directly spread in the city of Denpasar. The data analysis technique used is Path Analysis (Path Analysis) and Test Sobel. The results showed that green satisfaction can provide mediation effect on brand image teradap green green brand equity. These results prove that green satisfaction has a role in bridging the influence of variable green brand image of green brand equity. So it is important for mamajemen companies that are implementing the concept of green marketing in their marketing strategies to pay attention to the variables green brand image, green satisfaction, and green brand equity in marketing their products.
- Penelitian ini bertujuan untuk membuktikan peran green satisfaction dalam memediasi hubungan green brand image terhadap green brand equity. Metode pengambilan sampel menggunakan non-porbability sampling melalui teknik accidental sampling dan purposive sampling dengan ukuran sampel sebanyak 100 responden. Pengumpulan data dilakukan dengan menyebar kuesioner secara langsung di Kota Denpasar. Teknik analisis data yang digunakan adalah Analisis Jalur (Path Analysis) dan Uji Sobel. Hasil penelitian menunjukkan bahwa green satisfaction dapat memberikan efek mediasi pada green brand image teradap green brand equity. Hasil tersebut membuktikan bahwa green satisfaction memiliki peran dalam menjembatani pengaruh dari variabel green brand image terhadap green brand equity. Penting bagi mamajemen perusahaan yang sedang menerapkan konsep green marketing dalam strategi pemasarannya untuk memperhatikan variabel green brand image, green satisfaction, dan green brand equity dalam memasarkan produknya.