The Influence of Green Brand Image on Green Brand Trust Equity Mediated by Green Trust

Rizki Zulfikar

ICOBEST 2020 - New Era, the Trend towards Global Challenge after Covid-19 Pandemic - ISBN 978-623-95562-0-4

Abstract

The effect of Green Brand Image on Green Brand Equity directly or indirectly through Green Trust on Starbucks consumers in Kota Bandung is the aim of this study. As many as 100 respondents used as the population in this study was drawn from Starbucks consumers at Jl. Dipati Ukur No.42 Kota Bandung. The sample uses a non-probability sampling technique. The method of analysis used in this research is descriptive and verificative analysis consisting of path analysis, mediation effect test (VAF), t test, and single test which are used to measure the magnitude of The Influence of Green Brand Image and Green Trust on Green Brand Equity. The results showed that Green Brand Image has a significant effect on Green Trust, Green Brand Image has a significant effect on Green Brand Equity, Green Trust has a significant effect on Green Brand Equity. Green Trust can mediate the relationship between Green Brand Image and Green Brand Equity on Starbucks consumers at Jl. Dipati Ukur No.42 Kota Bandung.

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