Pengaruh Citra Merek Hijau, Kepuasan Hijau, dan Kepercayaan Hijau pada Ekuitas Merek Hijau Produk Elektronik di Yogyakarta
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 an...
| Main Authors: | , |
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| Format: | Thesis |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2013
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| Subjects: |
| _version_ | 1797033664503087104 |
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| author | , SHINTIA WIJAYANTI P , Dra. Sari Winahjoe S, M.B.A. |
| author_facet | , SHINTIA WIJAYANTI P , Dra. Sari Winahjoe S, M.B.A. |
| author_sort | , SHINTIA WIJAYANTI P |
| collection | UGM |
| description | 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. |
| first_indexed | 2024-03-13T22:57:55Z |
| format | Thesis |
| id | oai:generic.eprints.org:121927 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T22:57:55Z |
| publishDate | 2013 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:1219272016-03-04T08:43:13Z https://repository.ugm.ac.id/121927/ Pengaruh Citra Merek Hijau, Kepuasan Hijau, dan Kepercayaan Hijau pada Ekuitas Merek Hijau Produk Elektronik di Yogyakarta , SHINTIA WIJAYANTI P , Dra. Sari Winahjoe S, M.B.A. ETD 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. [Yogyakarta] : Universitas Gadjah Mada 2013 Thesis NonPeerReviewed , SHINTIA WIJAYANTI P and , Dra. Sari Winahjoe S, M.B.A. (2013) Pengaruh Citra Merek Hijau, Kepuasan Hijau, dan Kepercayaan Hijau pada Ekuitas Merek Hijau Produk Elektronik di Yogyakarta. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=62026 |
| spellingShingle | ETD , SHINTIA WIJAYANTI P , Dra. Sari Winahjoe S, M.B.A. Pengaruh Citra Merek Hijau, Kepuasan Hijau, dan Kepercayaan Hijau pada Ekuitas Merek Hijau Produk Elektronik di Yogyakarta |
| title | Pengaruh Citra Merek Hijau, Kepuasan Hijau, dan Kepercayaan Hijau pada Ekuitas Merek Hijau Produk Elektronik di Yogyakarta |
| title_full | Pengaruh Citra Merek Hijau, Kepuasan Hijau, dan Kepercayaan Hijau pada Ekuitas Merek Hijau Produk Elektronik di Yogyakarta |
| title_fullStr | Pengaruh Citra Merek Hijau, Kepuasan Hijau, dan Kepercayaan Hijau pada Ekuitas Merek Hijau Produk Elektronik di Yogyakarta |
| title_full_unstemmed | Pengaruh Citra Merek Hijau, Kepuasan Hijau, dan Kepercayaan Hijau pada Ekuitas Merek Hijau Produk Elektronik di Yogyakarta |
| title_short | Pengaruh Citra Merek Hijau, Kepuasan Hijau, dan Kepercayaan Hijau pada Ekuitas Merek Hijau Produk Elektronik di Yogyakarta |
| title_sort | pengaruh citra merek hijau kepuasan hijau dan kepercayaan hijau pada ekuitas merek hijau produk elektronik di yogyakarta |
| topic | ETD |
| work_keys_str_mv | AT shintiawijayantip pengaruhcitramerekhijaukepuasanhijaudankepercayaanhijaupadaekuitasmerekhijauprodukelektronikdiyogyakarta AT drasariwinahjoesmba pengaruhcitramerekhijaukepuasanhijaudankepercayaanhijaupadaekuitasmerekhijauprodukelektronikdiyogyakarta |