Paket Lengkap Tugas Green Satisfaction Memediasi Hubungan Green Merk Image Terhadap Green Merk Equity
ABSTRACT: This study aims to prove a role in mediating the relationship green merk image and green satisfaction of green merk equity. The sampling method using a non-porbability sampling through accidental sampling and purposive sampling with a sample size of 100 respondents. Data was collected by questionnaire directly spread in the city of Denpasar. The data analysis technique used is Path Analysis (Path Analysis) and Test Sobel. The results showed that green satisfaction can provide mediation effect on merk image teradap green green merk equity. These results prove that green satisfaction has a role in bridging the influence of variable green merk image of green merk equity. So it is important for mamajemen companies that are implementing the concept of green marketing in their marketing strategies to pay attention to the variables green merk image, green satisfaction, and green merk equity in marketing their products.
Penulis: I Putu Dipa Wahyu Pratama, Alit Suryani
Kode Jurnal: jpmanajemendd170167
