PENGARUH GREEN BRAND IMAGE DAN GREEN PERCEIVED VALUE TERHADAP GREEN TRUST DAN GREEN BRAND EQUITY
ABSTRACT: The purpose of this
study to determine the effect of green brand image, green perceved value on
green trust and the green brand equity of Ades bottled water products in
Denpasar. The samples used were 100 people and collected through
non-probability sampling method. Data were collected by distributing
questionnaires and using Likert scale. The analysis technique used is PLS. The
analysis showed green brand image influence positively and significantly to the
green green trust and brand equity. Green perceived value affect positively and
significantly to green and green brand equity trusts, and green trust influence
positively and significantly to the green brand equity.
Kata Kunci: green brand image,
green perceived value, green trust, green brand equity
Penulis: I Made Gilang
Mahendra
Kode Jurnal: jpmanajemendd170152
