Yoningsih, Kharisma Azmi (2023) PENGARUH GREEN BRAND IMAGE DAN GREEN PERCEIVED VALUE TERHADAP GREEN TRUST UNTUK MENINGKATKAN GREEN SATISFACTION (Studi Pada Restoran Vegetarian Kehidupan Tidak Pernah Berakhir Kota Bandung). Other thesis, STIE Bank BPD Jateng.
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Abstract
The background to this research is the Covid-19 pandemic and environmental issues. Competition between business players is a special reason to continue developing restaurants to be more concerned about environmental issues. Thus, the objective of this research is to analyze (1) the effect of green brand image on green trust, (2) the effect of green perceived value on green trust, (3) the effect of green brand image on green satisfaction, (4) the effect of green perceived value on green satisfaction, (5) the effect of green trust on green satisfaction, (6) the effect of green brand image on green satisfaction through green trust, (7) the effect of green perceived value on green trust through green satisfaction. The data collection method is questionnaire-based with a sample of 100 people. This study uses a quantitative strategy with the method of checking information using the SmartPLS 4.0 application. The results of the study show that (1) green brand image has a significant effect on green trust, (2) green perceived value has a significant effect on green trust, (3) green brand image has no effect on green satisfaction, (4) green perceived value has no effect on green satisfaction, (5) green trust has a significant effect on green satisfaction, (6) green brand image has a significant effect on green satisfaction through green trust¸ and (7) green perceived value has a significant effect on green trust through green satisfaction.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | Latar belakang terjadinya penelitian ini adalah adanya pandemi covid-19 dan isu permasalahan lingkungan. Persaingan antarpelaku bisnis menjadi alasan khusus untuk terus mengembangkan restoran untuk lebih peduli terhadap isu lingkungan. Sehingga, hal yang menjadi tujuan adalah penelitian adalah untuk menganalisis (1) pengaruh green brand image terhadap green trust, (2) pengaruh green perceived value terhadap green trust, (3) pengaruh green brand image terhadap green satisfaction, (4) pengaruh green perceived value terhadap green satisfaction, (5) pengaruh green trust terhadap green satisfaction, (6) pengaruh green brand image terhadap green satisfaction melalui green trust, (7) pengaruh green perceived value terhadap green trust melalui green satisfaction. Metode pengumpulan data berbasis kuesioner dengan sampel 100 orang. Penelitian ini menggunakan strategi kuantitatif dengan metode pemeriksaan informasi memanfaatkan aplikasi SmartPLS 4.0. Hasil dari penelitian menunjukkan bahwa (1) green brand image berpengaruh signifikan terhadap green trust, (2) green perceived value berpengaruh signifikan terhadap green trust, (3) green brand image tidak berpengaruh terhadap green satisfaction, (4) green perceived value tidak berpengaruh terhadap green satisfaction, (5) green trust berpengaruh signfikan terhadap green satisfaction, (6) green brand image berpengaruh signifikan terhadap green satisfaction melalui green trust¸dan (7) green perceived value berpengaruh signifikan terhadap green trust melalui green satisfaction. |
| Uncontrolled Keywords: | Green brand image, green perceived value, green trust, green satisfaction |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 05 Sep 2023 02:58 |
| Last Modified: | 05 Sep 2023 02:58 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1445 |
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