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oaioai:repository.ubaya.ac.id:25276

Pengaruh Green Brand Image, Green Satisfaction, dan Green Trust Terhadap Green Brand Equity Merek LG di Surabaya

Abstract

Penelitianinibertujuanuntukmengetahuidanmenganalisispengaruhvariabel green brand image; green satisfaction; dangreen trustterhadapgreen brand equitypadamerek LG di Surabaya, Indonesia. Pengolahan data dilakukandenganmenggunakanStructuralEquation Modeling (SEM)dengansoftwere AMOS 18.Teknikpengambilansampel yang digunakanadalahnon probability sampling denganjenis purposive sampling. Data diperolehsecaralangsungdariresponden yang memenuhipersyaratankarakteristikpopulasimelalui proses penyebarankuesioner. Jumlahsampel yang digunakandalampenelitianiniberjumlah 150 responden. Hasilpenelitianinimenunjukkanadanyapengaruhgreen brand imageteradapgreen satisfaction, green brand imageterhadapgreen trust, dangreen satisfaction terhadapgreen brand equity. Pengaruhgreen brand imageterhadapgreen brand equitydangreen trustterhadapgreen brand equitydinyatakantidakterdukun

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oaioai:repository.ubaya.ac.id:25276Last time updated on 8/3/2016View original full text link

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