PENGARUH GREEN BRAND IMAGE, GREEN SATISFACTION, DAN GREEN TRUST TERHADAP GREEN BRAND EQUITY MEREK LG DI SURABAYA

  • Allen Wiyono Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya

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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Published
2015-09-01
How to Cite
WIYONO, Allen. PENGARUH GREEN BRAND IMAGE, GREEN SATISFACTION, DAN GREEN TRUST TERHADAP GREEN BRAND EQUITY MEREK LG DI SURABAYA. CALYPTRA, [S.l.], v. 4, n. 2, p. Hal. 1 - 17, sep. 2015. ISSN 2302-8203. Available at: <https://journal.ubaya.ac.id/index.php/jimus/article/view/2122>. Date accessed: 30 oct. 2020.