PERAN GREEN TRUST DALAM MEMEDIASI PENGARUH GREEN PRODUCT PERCEPTION TERHADAP GREEN REPURCHASE INTENTION
ABSTRACT: Of the research aims
to determine the effect of green trust and green product perception towards
green repurchase intention on Ultrajaya products in Denpasar. Total of 100
respondents were included in the study using purposive sampling method as the
method of data collection. Selected samples have fulfilled all the criteria
that have been determined. The data collection is done by distributing
questionnaires using 5 point scale to measure likert 12 indicators where the
indicators lowered to the questionnaire in the study. This study use confirmatory
factor analysis techniques and path analysis. The results showed that the
variables green trust, capable of mediating green product perception influence
of the green repurchase intention. These results prove that the trust can
reinforce positive perceptions of consumers towards a product which raises the
intention to repurchase.
KEYWORDS: green trust, green
product perception, green repurchase intention
Penulis: Ni Luh Tiwi Hari
Cahyani, I Made Wardana
Kode Jurnal: jpmanajemendd170117
