Salsabila Aisyah Alfaiza
041524353040
Supervisor
Dr. Masmira Kurniawati, SE., Msi.

ABSTRACT

Since several decades awareness of world society for the importance of environment growing mounts so that the existence of consumer awareness of its right to get competent products, safe and environmentally friendly products (environment friendly) that gains strength, then company inventory, is that we know as green marketing.
This research uses a quantitative approach. Collecting method in this research is using questionnaire. The population in this research is customers of Mercure Resort Sanur, sample amounting to 160 people. Data analysis techniques using SEM with AMOS software (Analysis of Moment Structures) 21. The results of this research show that green marketing mix has a positive and significant effect on satisfaction, green marketing mix has a positive and significant effect on brand equity, green marketing mix has a positive and significant effect on trust, brand image has a positive and significant effect on
satisfaction, brand image has a positive and significant effect on brand equity, brand image has a positive and significant effect on trust, satisfaction has a positive and significant effect on brand equity, and trust have a positive and significant effect on brand equity.

Keywords: Green Marketing Mix, Brand Image, Satisfaction, Brand Equity, Trust.

Source: http://mm.feb.unair.ac.id/id/kemahasiswaan/article/article-ilmiah/911- and-belief-study-on-mercure-resort-sanur.html