PERAN GREEN TRUST MEMEDIASI PENGARUH GREEN BRAND IMAGE TERHADAP GREEN BRAND EQUITY PRODUK BALI RATIH
| Main Authors: | Winangun, Made Surya, Nurcaya, Nyoman |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2020
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| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/56688 https://ojs.unud.ac.id/index.php/Manajemen/article/view/56688/34533 |
Daftar Isi:
- Brand equity merupakan penambahan nilai padanama merek sebuah produk. Suatu brand dengan ekuitasyang tinggi maka brand tersebut akan memiliki daya saing yang kuat di pasaran, sehingga perusahaan menggangap bahwa ekuitas adalah aspek penting dalam sebuah brand. Penelitian ini bertujuan untuk memperoleh bukti empiris mengenai pengaruh green brand image terrhadap green brand equityyang dimediasi oleh green trust. Populasi yang digunakan dalam penelitian ini adalah seluruh konsumen produk merek Bali Ratih yang berdomisili di Kota Denpasar.Penentuan sampel dilakukan dengan teknik non probability sampling dengan metode purposive sampling, selanjutnya diperoleh sampel sebanyak 100 responden. Data dianalisis menggunakan analisis jalur. Hasil pengujian penelitian adalahterdapat pengaruh positif antara green brand imagedan green trust, terdapat pengaruh positif antara green brand imagedangreen brand equity, terdapat pengaruh positif antara green trustdangreen brand equity dan green trust merupakan pemediasi dalam hubungan green brand imagedengan green brand equity. Kata Kunci: green trust, green brand image, green brand equity
- Brand equity is often described as the value of a brand name that is added into a product. The higher the equity of a brand, the brand competitiveness will be stronger in the market, therefore, the equity of the brand is an aspect that must be strengthened by a company. This study aims to obtain empirical evidence about the role of green trust mediating the effect of green brand image on green brand equity. The population used in this study were all consumers in the city of Denpasar who had used Bali Ratih brand products. The method of determining the sample is done by using non-probability sampling technique with purposive sampling method. Thus, respondents numbered 100 people. The data analysis technique used is path analysis. The test results state that green brand image has a positive effect on green trust, green brand image has a positive effect on green brand equity, green trust has a positive effect on green brand equity and green trust is a mediating effect of green brand image on green brand equity Keywords:green trust, green brand image, green brand equity