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All Journal JBTI : Jurnal Bisnis : Teori dan Implementasi
KEWAKUMA, ANGELINE STELLA VENTARI
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Economics, Econometrics & Finance

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THE EFFECT OF GREEN MARKETING STRATEGY ON CUSTOMER LOYALTY MEDIATED BY BRAND IMAGE (Case Study on The Body Shop Indonesia PT Monica Hijau Lestari Sentosa) KEWAKUMA, ANGELINE STELLA VENTARI
JBTI : Jurnal Bisnis : Teori dan Implementasi Vol 12, No 1 (2021): April 2021
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jbti.v12i1.10691

Abstract

The purpose of this research to know the role of brand image to mediate the influence of green marketing on The Body Shop brand loyalty of beauty product. This research was conducted of 150 respondents in the city of Malang which used purposive sampling method. Methods of data collection using a questionnaire distributed through google forms.Data analysis technique used is Structural Equation Model (SEM) with approaches of Partial Least Square (PLS). Based on results of research conducted, found that green marketing has a positive and significant impaction brand image, green marketing has a positive and significant impact on consumer loyalty, brand image has a positive and significant impact on consumer loyalty and brand image significantly able to mediate the influence of green marketing on consumer loyalty beauty product of The Body Shop. This shows the greater the green marketing gained and perceived by consumers, the greater of sense of brand image and consumer loyalty that arise from them self to The Body Shop’s consumers.
The Effect of Green Marketing Strategy on Customer Loyalty Mediated by Brand Image Kewakuma, Angeline Stella Ventari; Rofiaty, Rofiaty; Ratnawati, Kusuma
JBTI : Jurnal Bisnis : Teori dan Implementasi Vol 12, No 1 (2021): April 2021
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jbti.v12i1.10691

Abstract

This research aims to know the role of brand image to mediate the influence of green marketing on The Body Shop brand loyalty of beauty products. This research was conducted with 150 respondents in the city of Malang and used the purposive sampling method. Methods of data collection used a questionnaire distributed through google forms. The data analysis technique used was Structural Equation Model (SEM) with Partial Least Square (PLS) approaches. Based on the results, green marketing had a positive and significant impact on brand image. Green marketing had a positive and significant impact on consumer loyalty. The brand image had a positive and significant impact on consumer loyalty. The brand image could significantly mediate the influence of green marketing on consumer loyalty beauty products of The Body Shop. These results revealed that the greater the green marketing gained and perceived by consumers was, the greater the sense of brand image and consumer loyalty arose from The Body Shop’s consumers.
Co-Authors Kusuma Ratnawati Rofiaty, Rofiaty