PERAN GREEN SATISFACTION MEMEDIASI HUBUNGAN GREEN BRAND IMAGE TERHADAP GREEN BRAND EQUITY
ABSTRACT: This study aims to
prove a role in mediating the relationship green brand image and green
satisfaction of green brand equity. The sampling method using a non-porbability
sampling through accidental sampling and purposive sampling with a sample size
of 100 respondents. Data was collected by questionnaire directly spread in the
city of Denpasar. The data analysis technique used is Path Analysis (Path
Analysis) and Test Sobel. The results showed that green satisfaction can
provide mediation effect on brand image teradap green green brand equity. These
results prove that green satisfaction has a role in bridging the influence of
variable green brand image of green brand equity. So it is important for
mamajemen companies that are implementing the concept of green marketing in
their marketing strategies to pay attention to the variables green brand image,
green satisfaction, and green brand equity in marketing their products.
Penulis: I Putu Dipa Wahyu
Pratama, Alit Suryani
Kode Jurnal: jpmanajemendd170167
