PENGARUH GREEN BRAND IMAGE TERHADAP REPURCHASE INTENTION DENGAN GREEN BRAND SATISFACTION DAN GREEN BRAND TRUST SEBAGAI MEDIATOR PADA STARBUCKS COFFEE SURABAYA

Veren Leoren Wijaya, Yenny Sutanto, Hanjaya Siaputra

Abstract


Abstrak
Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh green brand image terhadap repurchase intention dengan green brand satisfaction dan green brand trust sebagai mediator pada Starbucks Coffee di Surabaya. Penelitian ini menggunakan metode kuantitatif dengan menggunakan kuesioner dengan skala Likert dan dianalisa menggunakan metode PLS. Hasil penelitian membuktikan bahwa adanya pengaruh green brand image terhadap repurchase intention dengan green brand satisfaction dan green brand trust sebagai mediator.
Kata kunci: Citra merek hijau; kepuasan merek hijau; kepercayaan merek hijau; niat beli ulang.
Abstract
The aim of this study is to determine whether there is an influence of green brand image on repurchase intention with green brand satisfaction and green brand trust as a mediator at Starbucks Coffee in Surabaya. This study used a quantitative method using questionnaires with a Likert scale and PLS method. The result showed that there is positive influence of green brand image on repurchase intention with green brand satisfaction and green brand trust as mediators.
Keywords: Green brand image; green brand satisfaction; green brand trust; repurchase intention.


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