PENGARUH GREEN PERCEIVED VALUE DAN GREEN BRAND IMAGE MELALUI GREEN SATISFACTION DAN GREEN TRUST TERHADAP GREEN BRAND EQUITY PADA PARIWISATA KREATIF DI JAWA BARAT

Asep Dedy

Abstract


Industri pariwisata di Jawa Barat perlu mengembangkan model Green Marketing pada pariwisata kreatif karena pariwisata kreatif berpotensi besar dalam memberikan kontribusi ekonomi yang signifikan, menciptakan iklim bisnis yang positif, serta membangun citra dan identitas bangsa. Tujuan penelitian ini adalah untuk menganalisis pengaruh Green Brand Image dan Green Perceived Value melalui Green Brand Satisfaction dan Green Trust terhadap Green Brand Equity untuk diterapkan di bidang pariwisata kreatif di Jawa Barat. Metode penelitian yang digunakan adalah metode kuantitatif dengan survey sebagai instrumen utama.  Survey dilakukan terhadap wisatawan di lima lokasi pariwisata kreatif di Jawa Barat, dengan sampel sebanyak 250 responden. Data dianalisis menggunakan Partial Least Square (PLS). Hasil penelitian memperlihatkan bahwa Green Perceived Value dan Green Brand Image berpengaruh signifikan terhadap Green Brand Equity melalui Green Brand Satisfaction dan Green Trust baik secara parsial dan simultan, dengan pengaruh terbesar yaitu Green Brand Image terhadap Green Satisfaction dan pengaruh terendah yaitu Green Satisfaction terhadap Green Brand Equity.


Keywords


Green Perceived Value; Green Brand Image; Green Satisfaction; Green Trust; Green Brand Equity; Pariwisata Kreatif.

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