Peran Green Trust Memediasi Pengaruh Green Brand Image Terhadap Green Brand Equity Pada Produk Hijau
ABSTRACT: Green marketing as
one of the marketing strategies that can be applied by marketers to retain
customers without a negative impact on the environment. To create an
eco-friendly brand can use green trust as one of the variables that are assumed
to strengthen the influence of green brand image of green brand equity through
the implementation of green marketing. The purpose of this study to prove the
determinants that can reinforce brand value of green products Bali Tangi. This
study focused on the city of Denpasar by taking the 100 respondents as sample
through random sampling method with multiple criteria. This study used a
technique confirmatory factor analysis and path analysis. The results of this
study prove that green trusts have a role in bridging effect occurs on the
variable green brand image of green brand equity. In the future, this research
can be used as a reference for companies in implementing policies related to
strategies to increase the brand value of green products in a positive
direction
KEYWORDS: green marketing;
green brand image; green trust; green brand equity
Penulis: I Komang Lowis
Siwandana
Kode Jurnal: jpmanajemendd170057
