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The Green Brand Marketing Strategies that Utilize Word of Mouth: Survey on Green Electronic Products in Indonesia

Budhi Haryanto|Santi Budiman
사람과세계경영학회 (People&Global Business Association)|2016.12|Global Business and Finance Review|제21권 제2호|pp. 20-33

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참고문헌

키워드

SatisfactionTrustWord of MouthPrice FairnessGreen Brand QualityGreen Risk

초록

In this study, the objective is focused to explain the relationship between the three independent variables (price fairness, green brand quality and green risk) and Words of Mouth (WOM), which is mediated by the satisfaction and trust. Sample is taken as many as 200 visitors at the Mall in Surakarta – Indonesia, who had the intention to buy liquid edge display (LED) screen TV. Of all the questionnaires returned, there are 12 questionnaires that cannot be used. By using Generalized Structured Component Analysis, the results indicate that the satisfaction and trust is significantly influenced by the price fairness, green brand quality and green risk. Also found that WOM is significantly influenced by the trust. Furthermore it is found also that WOM is not influenced by the price fairness and green brand quality and it is found too that WOM is not influenced by satisfaction.

Abstract

In this study, the objective is focused to explain the relationship between the three independent variables (price fairness, green brand quality and green risk) and Words of Mouth (WOM), which is mediated by the satisfaction and trust. Sample is taken as many as 200 visitors at the Mall in Surakarta – Indonesia, who had the intention to buy liquid edge display (LED) screen TV. Of all the questionnaires returned, there are 12 questionnaires that cannot be used. By using Generalized Structured Component Analysis, the results indicate that the satisfaction and trust is significantly influenced by the price fairness, green brand quality and green risk. Also found that WOM is significantly influenced by the trust. Furthermore it is found also that WOM is not influenced by the price fairness and green brand quality and it is found too that WOM is not influenced by satisfaction.

참고문헌 (56)

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