Abstract--The increasing demand of enviromentaly friendly products makes a lot of company produce more products with green atribute. Yet not all of those products really have a significant impact on the environment. Greenwashing or an act of misleading the consumer become more common thus affecting customer trust on all green products including those real green company. Trust become more important in green products, this paper is trying to give a glimpse on how to increase trust for green products using customer value. Also how much customer trust give an impact on brand equity of green products.

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ABSTRACT

Abstract--Green products have a better value to offer compare to conventional products, it give the consumer a chance to contribute to the environment. While other research shows that customer are willing to buy products with better value but that's not what happen to green products. Also people are reluctant to buy green product even though they have the awareness and knowledge about the environment condition because green products are perceived to be expensive. This paper is trying to give a different approach by connecting Brand Equity to Green Purchase Intention because expensive products with a strong brand will be easier to sell. Also this research is trying to explain what is the most influential dimension of Brand Equity that contribute to Green Purchase Intention.

IMPLEMENTATION OF STUDEPRENEUR PROGRAM AS AN EFFORTS IN CREATING NEW ENTREPRENEURS AND THE ENTREPRENEURSHIP DEVELOPMENT MODEL FOR HIGHER EDUCATION. This Community Service Program is related to the implementation of the Studepreneur program, which is a business incubator program in STIE Ekuitas. Studepreneur program is available to strengthen the business that run by students, either obtained from STIE Ekuitas and outside its. The Studepreneur program is implemented within 1 (one) year. In the implementation of the program, STIE Ekuitas team of community service program collaborate with various parties such as Kadin, financial institutions, BPOM and other parties. The Parties involved directly in the implementation of 7 (seven) levels of Studepreneur, either as trainer, consultant, resource person or assistant. The STIE Ekuitas team creates a model of entrepreneurship development, which is expected to be a reference in the entrepreneurship development program at STIE Ekuitas and other universities. The entrepreneurship development model of STIE Ekuitas is based on the experience and evaluation results of the Studepreneur program period 2016-2017, and will be implemented in the entrepreneurship development program in period 2017-2018. In addition this community service program create 13 new entrepreneurs.