Jurnal Ekonomi dan Bisnis
Vol 16 No 3 (2022): JEB Vol 16 No 3 November 2022

GENERASI MUDA MENUJU LOYALITAS HIJAU: NILAI HIJAU YANG DIRASAKAN, KEPUASAN HIJAU, DAN KEPERCAYAAN HIJAU

Conny Tjandra Rahardja (STIE YKPN Yogyakarta)
Faradilla Yulvia Pratiwi (STIE YKPN Yogyakarta)

Article Info

Publish Date
30 Nov 2022

Abstract

This research involved 248 consumers of green products. The study aims to analyze whether the perceived green value has indirect effect on green loyalty through two mediators: green satisfaction and green trust. This study uses structural equation modeling (SEM) to prove the hypotheses processed with SmartPLS3 software. The findings from this study are green satisfaction and green trust partially mediate the positive effect of green perceived value on green loyalty. Another finding is that each variable of green perceived value, green satisfaction, and green trust has a positive effect on green loyalty. Enhancing in green perceived value will also increase consumer satisfaction and trust.

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Journal Info
Jurnal Ekonomi dan Bisnis
Website

Abbrev

jeb

Publisher

Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Jurnal Ekonomi dan Bisnis is a scientific journal published by the Institute Community Service Institute YKPN School of Business Research. JEB publishing is intended as a medium for presenting scientific works, both in the form of scientific studies and research results in the fields of economics ...