PENGARUH GREEN BRAND IMAGE DAN GREEN PERCEIVED VALUE TERHADAP GREEN TRUST DAN GREEN BRAND EQUITY
| Main Authors: | Christiana Naftalia, A. A. Sagung Mas, Suparna, Gede |
|---|---|
| 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/33879 https://ojs.unud.ac.id/index.php/Manajemen/article/view/33879/21495 |
Daftar Isi:
- ABSTRAK Masyarakat secara global mulai menyadari perubahan lingkungan akibat adanya pemanasan global. Dengan adanya penomena mengenai lingkungan, menarik untuk diteliti sekaligus menjadi tujuan penelitian yaitu menjelaskan pengaruh green brand image dan green perceived value terhadap green trust dan green brand equity pada produk Jamu Sido Muncul Di Kota Denpasar dengan green trust sebagai variabel mediasi. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel sebanyak 112 responden pengguna produk jamu Sido Muncul. Sampel ditentukan menggunakan model non-probability sampling, dengan teknik purposive sampling. Data yang telah dikumpulkan diolah menggunakan teknik analisis jalur. Secara parsial, hasil penelitian menunjukkan bahwa green brand image tidak berpengaruh secara signifikan dan positif terhadap green trust dan green brand equity, green perceived value berpengaruh signifikan dan positif terhadap green trust dan green brand equity, kemudian green trust tidak berpengaruh signifikan dan positif terhadap green brand equity.
- ABSTRACT People globally are becoming aware of the environmental changes caused by global warming. With the phenomenon of the environment, interesting to be studied as well as a research objective is to explain the effect of green brand image and green perceived value on green trust and green brand equity on the product of Jamu Sido Appears In Denpasar City with green trust as a mediation variable. This study was conducted in Denpasar City with the number of samples as much as 112 respondents users of herbal products Sido Muncul. The sample was determined using non-probability sampling model, with purposive sampling technique. The data that have been collected is processed using path analysis technique. Partially, the results show that the green brand image has no significant and positive effect on green trust and green brand equity, green perceived value has significant and positive effect on green trust and green brand equity, then green trust has no significant and positive effect on the green brand Equity.