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All Journal JURNAL MUTIARA AKUNTANSI REMIK : Riset dan E-Jurnal Manajemen Informatika Komputer International Journal of Business, Law, and Education Jurnal Visi Pengabdian Kepada Masyarakat KOMMAS: Jurnal Pengabdian Kepada Masyarakat Jurnal Ekonomi dan Bisnis (JEB) Pareto : Jurnal Riset Manajemen dan Bisnis West Science Interdisciplinary Studies
Kristiurman Jaya Mendrofa
Universitas Nias Raya
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Neuroscience Social Sciences Other

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Journal : International Journal of Business, Law, and Education

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The Effect of Green Marketing, Sustainable Market Research, and Consumer Engagement on Brand Loyalty and Consumer Legitimacy in MSMEs in Indonesia Kristiurman Jaya Mendrofa
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education (January - June) Ongoing
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.491

Abstract

The purpose of this study is to examine how consumer involvement, sustainable market research, and green marketing strategies affect brand loyalty and customer legitimacy in Micro, Small, and Medium-sized Enterprises (MSMEs) in Indonesia. Structural Equation Modelling (SEM) with Partial Least Squares (PLS-SEM) as the analysis approach was used in a quantitative analysis including 238 MSMEs from various industries and geographies. The study's sustainable practices have a strong positive correlation with both customer legitimacy and brand loyalty, according to the findings. The results underline the significance of sustainability in building legitimacy and loyalty among consumers as well as the mediating function that these practices have in influencing consumer views. Actionable insights for MSMEs, policymakers, and researchers are provided by the discussion of the practical and policy implications.
Co-Authors Anita Zagoto DUHA, AGUSTINUS Fau, Amaano Fau, Jhon Firman Fau, Yohanna Theresia Venty Ferdinand Tharorogo Wau HAREFA, ARIANUS Harefa, Darmawan Hendri Khuan Hulu, Fatolosa Jurisman Waruwu LAIA, ASKARMAN Laia, Baziduhu LAIA, BESTARI Lase, ndah Permata Sari Marselino Wau Mastawati Ndruru Maswiartha, Nyoman Gede NDRAHA, LIES DIAN MARSA Nekky Rahmiyati Ni Desak Made Santi Diwyarthi Novialdi, Andrian Purwoko, Agus Samanoi Halowo Fau Sarumaha, Murnihati Selfi Yanti Bali Tafonao, Aluiwaauri TELAUMBANUA, KAMINUDIN Telaumbanua, Tatema Timotius Duha Wau, Marselino Yohanes Dakhi Yonathan Sebastian Laowo Yurmanius Waruwu Zagoto, Impiani