Cut nurul fathia Primary Author mixed material bibliography Banda Aceh Universitas Syiah Kuala 2015 id Indonesia

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ABSTRACT This research aimed to measure the effect of green brand image to green brand equity with green satisfaction as mediating variabelo at The Body Shop product in Banda Aceh City . The sample used in this research are The Body Shop product costumer in Banda Aceh which totaled infinite respondents. The instrument of collecting data in this research is questionnaire. Convenience sampling was used as sampling technique. Hierarchical Linear Modelling (HLM) was used as a method of analysis to determine the effect of all variables involved in this research. The results are follows: 1) Green Brand Image significantly effect to Green Brand Equity. 2) Green Brand Image significantly effect to Green Satisfaction. 3) Green Satisfaction significantly effect to Green Brand Equity, And 4) Green Satisfaction mediates the effect of Green Brand Image to Green Brand Equity. Because, the beta value decreases from before to after the mediating variable included. Keywords: Green Brand Image, Green Satisfaction, and Green Brand Equity ABSTRAK Penelitian ini bertujuan untuk mengukur pengaruh Green Brand Image terhadap Green Brand Equity dengan Green Satisfaction sebagai variabel mediasi. Sampel yang digunakan dalam penelitian ini adalah konsumen produk The Body Shop di Kota Banda Aceh yang berjumlah infinite responden. Peralatan pengumpulan data yang digunakan pada penelitian ini adalah kuisioner. Teknik pengambilan sampel yang digunakan adalah Convenience sampling. Hierarchical Linear Modelling (HLM) digunakan sebagai metode analisis untuk mengetahui pengaruh dari semua variabel-variabel yang terlibat. Hasil penelitian menunjukkan: 1) Green Brand Image berpengaruh signifikan terhadap Green Brand Equity. 2) Green Brand Image berpengaruh signifikan terhadap Green Satisfaction. 3) Green Satisfaction berpengaruh signifikan terhadap Green Brand Equity. 4) Green Satisfaction memediasi pengaruh Green Brand Image terhadap Green Brand Equity. Kata kunci: Green Brand Image, Green Satisfaction, dan Green Brand Equity 0 ELECTRONIC THESES AND DISSERTATION Universitas Syiah Kuala 15974 2015-08-28 12:27:49 2015-08-28 14:53:19 machine generated