The Effect of Green Perceived Quality, Green Perceived Value, Green Perceived Risk, Green Satisfaction and Green Trust in Stimulating Green Brand Equity Starbucks, West Java

The company implements a green marketing strategy in order to increase competitive advantage amid environmental damage issues. The location of this research is Bogor. The total sample used in this study was 280 respondents using questionnaires on a 1-4 scale. Analysis of research data using Structural Equation Modeling (SEM) with LISREL processing tools, The results of the analysis of this study are Green perceived quality is significant and influences green satisfaction and green trust, green perceived value influences green satisfaction and does not affect green trust, green perceived risk does not affect green satisfaction but has an significant to green trust, Green satisfaction has an effect on green trust and green brand equity, then green trust has no effect on brand equity.