Pengaruh green brand image, trust, dan attitude terhadap green brand love
P Penelitian ini bertujuan untuk menguji serta menganalisis green brand image, trust, attitude, dan love pada konsumen merek produk kecantikan ramah lingkungan. Penelitian ini dilakukan pada individu yang memakai produk kecantikan ramah lingkungan dan mengambil 190 sampel yang didapatkan dengan menyebarkan link google form. Pengambilan sampel pada penelitian ini menggunakan metode non-probability sampling dengan pendekatan purposive sampling. Variabel dalam penelitian ini berupa green brand image, green brand attitude, green brand trust, dan green brand love. Jenis data yang digunakan adalah data primer, sedangkan pengujian hipotesis menggunakan alat analisis berupa structural equation model (SEM) dengan software SPSS dan AMOS. Hasil pengujian menyimpulkan bahwa green brand image berpengaruh positif signifikan terhadap green brand attitude, green brand image berpengaruh positif signifikan terhadap green brand trust, green brand atiitude berpengaruh positif signifikan terhadap green brand love, green brand trust tidak berpengaruh positif signifikan terhadap green brand love, dan green brand image tidak berpengaruh positif signifikan terhadap green brand love. Penelitian selanjutnya diharapkan dapat menambahkan variabel lain yang berhubungan dengan green brand love seperti variabel brand loyalty, brand authenticity dan brand attachment, serta dapat menambahkan objek yang diteliti, misalnya perusahaan-perusahaan green brand yang menjalankan program CSR lainnya.
T This study aims to examine and analyze green brand image, trust, attitude, and love on consumers of environmentally friendly beauty product brands. This research was conducted on individuals who use eco-friendly beauty products and took 190 samples obtained by distributing a google form link. Sampling in this study used a non-probability sampling method with a purposive sampling approach. The variables in this study are green brand image, green brand attitude, green brand trust, and green brand love. The type of data used is primary data, while hypothesis testing uses an analytical tool in the form of a structural equation model (SEM) with SPSS and AMOS software. The test results conclude that green brand image has a significant positive effect on green brand attitude, green brand image has a significant positive effect on green brand trust, green brand attitude has a significant positive effect on green brand love, green brand trust does not have a significant positive effect on green brand love, and green brand image has no significant positive effect on green brand love. Future research is expected to be able to add other variables related to green brand love such as brand loyalty, brand authenticity and brand attachment variables, as well as to add objects under study, for example green brand companies that run other CSR programs.