The Effect of Green Brand Image and Green Satisfaction on Green Brand Equity Mediated Green Trust Outpatient’s

Abstract

This study aims to determine and analyze the effect of Green Brand Image and Green Satisfaction on Green Brand Equity mediated by Green Trust for Outpatients in East Java Hospital. This research uses a quantitative approach using explanatory research. The population in this study used all outpatients who had visited the East Java Hospital. The sampling technique in this study used purposive sampling using a quota sample of 100 people. The data in this study were obtained from a questionnaire in the form of a list of questions to outpatients seeking treatment at the Type B Hospital in East Java. After the data has been collected, data analysis is carried out using SEM (Structural Equation Modeling) analysis techniques with the help of the Smart PLS program. Green Brand Image has a significant positive effect on Green Brand Equity, Green Brand Image has a significant positive effect on Green Trust, Green Satisfaction has a significant positive effect on Green Brand Equity, Green Trust has a significant positive effect on Green Brand Equity, Green Brand Image has a significant positive effect on Green Brand Equity mediated by Green Trust, and Green Satisfaction have a significant positive effect on Green Brand Equity mediated by Green Trust for Outpatients in East Java Hospital. This study is very important for society because it will help more people know about Green Hospital. Not only can an eco-friendly brand image help people learn about eco-friendly hospitals, but it can also help people and businesses connect with them, giving businesses a competitive edge and giving society longterm stability.