PENGARUH BAURAN PEMASARAN HIJAU DAN CITRA MEREK TERHADAP KEPUASAN, EKUITAS MEREK, DAN KEPERCAYAAN (Studi Pada Mercure Resort Sanur)
Salsabila Aisyah Alfaiza
041524353040
Dosen Pembimbing
Dr.Masmira Kurniawati, SE.,Msi.
ABSTRACT
Since few las 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 quantitative approach. Collecting method in this research is using questionnaire. Population in this research is customer 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 have a positive and significant effect on satisfaction, green marketing mix have a positive and significant effect on brand equity, green marketing mix have a positive and significant effect on trust, brand image have a positive and significant effect on
satisfaction, brand image have a positive and significant effect on brand equity, brand image have a positive and significant effect on trust, satisfaction have 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.