Authors:

I Gusti Putu Aditya Saputra, I Gusti Agung Ketut Sri Ardani

Abstract:

“Penelitian ini memiliki tujuan untuk mengetahui peran brand image dalam memediasi pengaruh green marketing terhadap corporate reputation. Populasi dalam penelitian ini adalah konsumen Starbucks coffee yang berdomisili di Denpasar. Sampel yang digunakan dalam penelitian ini sebanyak 120 orang responden, menggunakan metode purposive sampling. Metode pengumpulan data dilakukan melalui kuesioner. Teknik analisis data yang digunakan terdiri atas Analisis SEM dan Uji Sobel. Hasil dari penelitian ini mengindikasi green marketing beserta brand image memiliki pengaruh yang positif dan signifikan terhadap corporate reputation. Brand image juga terbukti mampu memediasi pengaruh dari green marketing terhadap corporate reputation secara signifikan. Implikasi dari penelitian ini yaitu brand image mengambil peranan penting dalam aktivitas green marketing yang dilakukan, karena berdampak pada baiknya corporate reputation di mata pelanggan. Starbucks Coffee juga sebaiknya mensosialisasikan kemasan produknya yang dapat didaur ulang dalam mengembangkan strategi green marketingnya, meningkatkan persepsi pelanggan saat mengkonsumsi Starbucks Coffe, serta melakukan evaluasi kepada karyawan perusahaan. This research aims to understand the role of brand image in mediating the effect of green marketing on corporate reputation. The population of this research is the consumers of Starbucks Coffee, who are domiciled in Denpasar. This research uses 120 respondents by using the purposive sampling method. The data is collected using questionaires and analyzed by SEM method and Sobel Test. The result indicates that green marketing and brand image have positive and significant effect on corporate reputation. Brand image is also proven in mediating the effect of green marketing on corporate reputation significantly. This research’s implication is that brand image take the important role in the green marketing activities of Starbucks Coffee because it affects the corporate reputation in the consumer’s perception. Starbucks Coffee should socialize their recyclable packaging to develop their green marketing strategy; increase costumers’ perception when consuming the products; and conduct an evaluation on their staffs.”

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PDF:

https://jurnal.harianregional.com/manajemen/full-26850

Published

2017-01-24

How To Cite

ADITYA SAPUTRA, I Gusti Putu; SRI ARDANI, I Gusti Agung Ketut. PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH GREEN MARKETING TERHADAP CORPORATE REPUTATION.E-Jurnal Manajemen, [S.l.], v. 6, n. 1, p. 87 - 115, jan. 2017. ISSN 2302-8912. Available at: https://jurnal.harianregional.com/manajemen/id-26850. Date accessed: 08 Jul. 2024.

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Issue

Vol 6 No 1 (2017)

Section

Articles

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License