ANALISIS PENGARUH GREEN PERCEIVED VALUE DAN GREEN BRAND IMAGE TERHADAP GREEN PURCHASED INTENTION DENGAN GREEN TRUST SEBAGAI VARIABEL MEDIASI (STUDI PADA PELANGGAN PRODUK NATURE REPUBLIC DI DAERAH ISTIMEWA YOGYAKARTA)

This study aims to determine the analysis of the effect of Green Perceived Value, Green Brand Image on Green Purchase Intention with Green Trust as a Mediation Variable of the Study on Customers of Nature Republic Products in the Special Region of Yogyakarta. The object of this research is customers of Nature Republic products, while the subjects of this study are customers. Nature Republic products in the Special Region of Yogyakarta. The sampling method used in this study was nonprobability sampling with purposive sampling design. Respondents in this study were 126 customers of Nature Republic products in the Special Region of Yogyakarta. This study uses a Structural Equation Modeling (SEM) analysis tool which is run through the AMOS 22 program. The results showed that Green Perceived Value has a positive effect on Green Trust, Green Brand Image has a positive effect on Green Trust, Green Perceived Value has a positive effect on Green Purchase Intention, Green Brand Image has a positive effect on Green Purchase Intention, Green Trust has a positive effect on Green Purchase Intention. , Green Trust mediates between Green Perceived Value which has a positive effect on Green Purchase Intention and Green Trust mediates between Green Brand Image which has a positive effect on Green Purchase Intention.