Pengaruh Green Brand Equity terhadap Green Word of Mouth: Peran Mediasi dari Dua Green Factors pada Peralatan Rumah Tangga Hemat Energi di Indonesia

Authors

  • Natasya Desti Wulandari Universitas Trisakti , Indonesia
  • Reva Vebria Oliviana Universitas Trisakti , Indonesia
  • Willy Arafah Universitas Trisakti , Indonesia
  • Willy Arafah Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.13007

Keywords:

Peran Green Brand Equity, Green Brand Attachment, Green Brand Attitude, Green Word of Mouth

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis peran green brand equity, green brand attachment, dan green brand attitude terhadap green word of mouth di kalangan konsumen yang menggunakan peralatan rumah tangga hemat energi di Indonesia. Sampel yang digunakan dalam penelitian ini berjumlah 150 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini adalah: (1) Green brand equity berpengaruh positif terhadap green word of mouth, (2) Green brand equity berpengaruh positif terhadap green brand attchment, (3) Green brand equity berpengaruh positif terhadap green brand attitude, (4) Green brand attchment berpengaruh positif terhadap green word of mouth, (5) Green brand attitude berpengaruh positif terhadap green word of mouth, (6) Green brand attachment memediasi pengaruh positif green brand equity terhadap green word of mouth, dan (7) Green brand attitude memediasi pengaruh positif green brand equity terhadap green word of mouth.

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Published

20-01-2024

How to Cite

Wulandari, N. D., Oliviana, R. V., Arafah, W., & Arafah, W. (2024). Pengaruh Green Brand Equity terhadap Green Word of Mouth: Peran Mediasi dari Dua Green Factors pada Peralatan Rumah Tangga Hemat Energi di Indonesia. Jurnal Pendidikan Tambusai, 8(1), 3990–3998. https://doi.org/10.31004/jptam.v8i1.13007

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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