Keywords
green trust
green perceived quality
green satisfaction
environmentally friendly
How to Cite
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh lingkungan, kepuasan dan persepsi kualitas terhadap kepercayaan produk khususnya untuk green product. Dalam penelitian ini, data primer dikumpulkan menggunakan teknik pengumpulan data dengan menggunakan kuesioner secara daring melalui Google Form sebagai sumber data primer. Jumlah sampel dalam penelitian ini sebesar 250 responen. Penelitian ini menggunakan teknik analisis data PLS-SEM dengan bantuan software SmartPLS. Hasil penelitian ini menunjukkan bahwa: (1) Pengaruh keramahan lingkungan memiliki efek positif dan signifikan terhadap kepuasan hijau; (2) keramahan lingkungan memiliki efek positif dan signifikan pada green trust; (3) keramahan lingkungan secara positif dan signifikan terkait dengan green perceived quality; (4) kepuasan hijau memiliki efek positif dan signifikan terhadap green trust; (5) green perceived quality memiliki efek positif dan tidak signifikan terhadap green trust.
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