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)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Yoningsih, Kharisma Azmi
Subject
HB Economic Theory
Datestamp
2023-09-05 02:58:16
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.
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.
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