PENGARUH GREEN BRAND IMAGE, GREEN SATISFACTION, DAN GREEN TRUST TERHADAP GREEN BRAND EQUITY MEREK LG DI SURABAYA
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Keywords:
Green Brand Image, Green Satisfaction, Green Trust, , Green Brand Equity
Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh variabel green brand image; green satisfaction; dan green trust terhadap green brand equity pada merek LG di Surabaya, Indonesia.Pengolahan data dilakukan dengan menggunakan StructuralEquation Modeling (SEM) dengan softwere AMOS 18.Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan jenis purposive sampling. Data diperoleh secara langsung dari responden yang memenuhi persyaratan karakteristik populasi melalui proses penyebaran kuesioner. Jumlah sampel yang digunakan dalam penelitian ini berjumlah 150 responden.Hasil penelitian ini menunjukkan adanya pengaruh green brand image teradap green satisfaction, green brand image terhadap green trust, dan green satisfaction terhadap green brand equity. Pengaruh green brand image terhadap green brand equity dan green trust terhadap green brand equity dinyatakan tidak terdukung.
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References
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Chang, C.-H. dan C.-Y. Tu, 2005, Exploring Store Image, Customer Satisfaction, and Customer Loyalty Relationship: Evidence from Taiwanese Hypermarket Industry, Journal of American Academy of Business, Vol. 2:197-202
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Delgado-Ballester, E. dan J. L. Munuera-Alema´n, 2005, Does Brand Trust Matter to Brand Equity?, Journal of Product and Brand Management,Vol. 14: 187–196.
Fahlquist, J.N, 2009,Moral Responsibility for Enviromental Problems-Individual or Institutional?, J Agric Environ Ethics, Vol. 22:109-124.
Faircloth, J.B., L.M. Capella. dan B.L. Alford, 2001,’The Effect of Brand Attitude and Brand Image on Brand Equity’, Journal of Marketing Management, Vol. 2:109-115.
Ferdinand, A, 2002, Structural Equation Modeling dalam Penelitian Manajemen, Badan Penerbit Universitas Diponegoro, Semarang.
Flavian, C., M. Guinaliu. dan E. Torres, 2005,The Influence of Corporate Image on Customer Trust: A Comparative Analysis in Traditional Versus Internet Banking, Internet Research, Vol. 4:447-470.
Ganesan, S, 1994, Determinants of Long-Term Orientation in Buyer-Seller Relationships, Journal of Marketing, Vol. 58: 1–19.
Hair, J.F., Black, W.C., Babin, B.J. dan Anderson, R.E, 2009,Multivariate Data Analysis, Seventh Edition, Prentice Hall Inc, New Jersey.
Jeong, E., Jang S.C., Day, J. dan Seijin, 2014,The Impact of Eco-Friendly Practices on Green Image and Customer Attitudes: An Investigation in A Cafe Setting, International Journal of Hospitality Management, Vol. 41:10-20
Morgan, R. M. dan S. D. Hunt, 1994, The Commitment- Trust Theory of Relationship Marketing, Journal of Marketing, Vol. 58: 20–38.
Pappu, R. dan P. Quester, 2006,’Does Customer Satisfaction Lead to Improved Brand Equity? An Empirical Examination of two Categories of Retail Brand, Journal of Product and Brand Management, Vol. 1:4-14.
Bello, D. C. dan M. B Holbrook, 1995, Does an Absence of Brand Equity Generalize Across Product Classes, Journal of Business Research, Vol.34: 125–131
Biel, A.L: 1992,How Brand Image Drivers Brand Equity’, Journal of Advertising Research,Vol.32:6-12.
C.Whan Park, Deborah J.Maclnnis, Joseph Priester, Andreas B. Eisingerich, Dawn Iacobucci, 2010, Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers, Journal of Marketing, Vol. 74:1-17
Chang, C.-H. dan C.-Y. Tu, 2005, Exploring Store Image, Customer Satisfaction, and Customer Loyalty Relationship: Evidence from Taiwanese Hypermarket Industry, Journal of American Academy of Business, Vol. 2:197-202
Chen, Y.S, 2010,The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust, Journal of Business Ethics, Vol. 93:307-319.
Delgado-Ballester, E. dan J. L. Munuera-Alema´n, 2005, Does Brand Trust Matter to Brand Equity?, Journal of Product and Brand Management,Vol. 14: 187–196.
Fahlquist, J.N, 2009,Moral Responsibility for Enviromental Problems-Individual or Institutional?, J Agric Environ Ethics, Vol. 22:109-124.
Faircloth, J.B., L.M. Capella. dan B.L. Alford, 2001,’The Effect of Brand Attitude and Brand Image on Brand Equity’, Journal of Marketing Management, Vol. 2:109-115.
Ferdinand, A, 2002, Structural Equation Modeling dalam Penelitian Manajemen, Badan Penerbit Universitas Diponegoro, Semarang.
Flavian, C., M. Guinaliu. dan E. Torres, 2005,The Influence of Corporate Image on Customer Trust: A Comparative Analysis in Traditional Versus Internet Banking, Internet Research, Vol. 4:447-470.
Ganesan, S, 1994, Determinants of Long-Term Orientation in Buyer-Seller Relationships, Journal of Marketing, Vol. 58: 1–19.
Hair, J.F., Black, W.C., Babin, B.J. dan Anderson, R.E, 2009,Multivariate Data Analysis, Seventh Edition, Prentice Hall Inc, New Jersey.
Jeong, E., Jang S.C., Day, J. dan Seijin, 2014,The Impact of Eco-Friendly Practices on Green Image and Customer Attitudes: An Investigation in A Cafe Setting, International Journal of Hospitality Management, Vol. 41:10-20
Morgan, R. M. dan S. D. Hunt, 1994, The Commitment- Trust Theory of Relationship Marketing, Journal of Marketing, Vol. 58: 20–38.
Pappu, R. dan P. Quester, 2006,’Does Customer Satisfaction Lead to Improved Brand Equity? An Empirical Examination of two Categories of Retail Brand, Journal of Product and Brand Management, Vol. 1:4-14.
Published
2015-09-01
Section
Bidang Manajemen (M)
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