PERAN GREEN BRAND SATISFACTION DALAM MEMEDIASI HUBUNGAN ANTARA GREEN BRAND EXPERIENCE DENGAN GREEN BRAND TRUST
ABSTRACT: The purpose of this
study is to clarify the role of green brand satisfaction in mediating the
relationship between green brand experience to the green brand trust. The
samples that used were 120 peoples who ghatered with non probability sampling
method that purposive sampling form. Data were collected by distributing
questionnaires directly and using likert scale. Data analysis technique used
are comfirmatori factor analysis, path analysis and sobel test. From the
analysis showed that green brand experience and green brand satisfaction ware
have significant and positif affect on green brand trust. Green brand
experience has significant and positf affect on green brand satisfaction. Green
brand satisfaction significantly mediates the role between green brand
experience to green brand trust. It shows that green brand experience as the
main factor that must be caring. It’s importance for the producens to gives
good brand experience to their consumers so they can build strong consumers
trust on a brand.
The purpose of this study is to clarify the role of green brand
satisfaction in mediating the relationship between green brand experience to
the green brand trust. The samples that used were 120 peoples who ghatered with
non probability sampling method that purposive sampling form. Data were
collected by distributing questionnaires directly and using likert scale. Data
analysis technique used are comfirmatori factor analysis, path analysis and
sobel test. From the analysis showed that green brand experience and green
brand satisfaction ware have significant and positif affect on green brand
trust. Green brand experience has significant and positf affect on green brand
satisfaction. Green brand satisfaction significantly mediates the role between
green brand experience to green brand trust. It shows that green brand
experience as the main factor that must be caring. It’s importance for the
producens to gives good brand experience to their consumers so they can build
strong consumers trust on a brand.
Key word: green brand
experience, green brand satisfaction, green brand trust
Penulis: Ni Ketut Supadmi
Kode Jurnal: jpmanajemendd170127
