PERAN GREEN PERCEIVED QUALITY MEMEDIASI HUBUNGAN ANTARA ENVIRONMENTAL FRIENDLINESS DENGAN GREEN TRUST
ABSTRACT: The purpose of this
study was to clarify the role of green perceived quality in mediating influence
the environmental friendliness to the green trust on cosmetics product The Face
Shop. This research location in Denpasar city the samples used were 120
respondent. Data were collected by distributing questionnaires directly and
using Likert scale. Data analysis technique used is comfirmatori factor
analysis, path analysis and test Sobel. The analysis showed that the
environmental friendliness significantly and positive affect green perceived
quality dan green trust. Green perceived quality significantly mediates the
relationship between the environmental friendliness to the green trust. It
means the opportunities for the companies to package products or environmental
friendliness bussiness strategy that will have an impact on consumer confidence
in eco-friendly products.
KEYWORDS: green marketing,
environmental friendliness, green perceived quality, green trust
Penulis: Ni Putu Eka Dewi
Kartika, Gede Suparna
Kode Jurnal: jpmanajemendd170122
