MENCIPTAKAN GREEN BRAND PERSONALITY BAGI MEREK RAMAH LINGKUNGAN

ABSTRAK Tujuan penelitian ini adalah menjelaskan pengaruh green brand terhadap green brand personality, pengaruh green brand terhadap green brand image, pengaruh green brand image terhadap green brand personality, perangreen brand imagesebagai mediasi pengaruh green brand terhadap green brand personality. Penelitian dilakukan pada masyarakat di Bali,menggunakan sampel individu sebagai unit analisis sebanyak 110 responden. Teknik analisis yang digunakan adalah analisis kuantitatif berdasarkan analisis multivariate menggunakan model persamaananalisis struktural atau SEM (structural equation modeling) berbasis AMOS 7.0. Hasil analisis menemukan terdapat pengaruh green brand terhadap green brand personality dan green brandimage, terdapat pengaruh green brand image terhadap green brand personality, dan green brand image tidak berperan sebagai variabel mediasi. Kata kunci: merek hijau, citra merek hijau, kepribadian merek hijau ABSTRACT The purpose of this research is to explain the influence of green brand to green brand personality, the influence of green brand toward green brand image, the influence of green brand image on green brand personality, the role of green brand image as mediating the influence of green brand on green brand personality. The study was conducted on the community in Bali, using individual samples as an analysis unit of 110 respondents. The analysis technique used is quantitative analysis based on multivariate analysis using structural equation modeling model based on AMOS 7.0. The results of the analysis found that there is influence of green brand on green brand personality and green brand image, there is influence of green brand image to green brand personality, and green brand image does not act as mediation variable. Keywords: green brand, green brand image, green brand personality.