| Summary: | This study aims to examine the influence of green brand image, green satisfaction,
and green trust toward green brand equity of electronic products in Yogyakarta. This study
also examined the mediating effects of green satisfaction and green trust on the
relationship between the green brand image and green brand equity.
questionnaire
This study was conducted using a quantitive approach with a survey method where
data is collected using a . Respondents in this study are consumers who
domiciled in Yogyakarta, have knowledge about green electronic products, and have
bought and used green electronic products based on its enviroment-friendly aspects. The
statistical tool in this study were simple regression and multiple regression.
Based on regression tests that have been conducted, this study shows green brand
image, green satisfaction, and green trust positively effect green brand equity electronic
products in Yogyakarta. This study also successfully shows partial mediating effect of
green satisfaction and green trust on the relationship between green brand image and green
brand equity.
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