Peningkatan Green Loyalty Melalui Green Marketing, Green Brand Marketing, Green Trust, dan Green Customer Satisfaction

Dirwan Dirwan, Fitriani Latief, Muhammad Faathir Ghazwan

Abstract


ABSTRAK

Tujuan penelitian ini adalah untuk menganalisis hubungan antara Green Marketing, Green Brand Marketing, Green Trust, dan Green Customer Satisfaction terhadap Green Loyalty terhadap produk ramah lingkungan, khususnya dalam industri air kemasan. Penelitian ini menggunakan pendekatan explanatory research. Populasi yang diambil dalam penelitian ini adalah masyarakat Kota Makassar sebagai konsumen air minum kemasan Le Mineral yang tidak diketahui secara pasti maka jumlah sampel dihitung menggunakan rumus Slovin. Berdasarkan hasil perhitungan tersebut maka jumlah sampel dalam penelitian ini sebanyak 97 responden konsumen Le Mineral. Penelitian ini menggunakan teknik pengambilan sampel Accidental Sampling. Data dikumpulkan melalui dua sumber utama. Data primer diperoleh melalui kuesioner (angket), Sementara itu, data sekunder dikumpulkan dari berbagai dokumen dan referensi yang relevan dengan objek penelitian. Teknik analisis data yang digunakan dalam penelitian ini adalah Analisis Structural Equation Modeling (SEM). Hasil penelitian ini menyimpulkan bahwa green brand marketing berpengaruh positif tetapi tidak signifikan terhadap green loyalty. Temuan ini mengindikasikan bahwa strategi pemasaran berbasis merek hijau memang mampu membentuk persepsi positif di mata konsumen, namun belum cukup kuat untuk menumbuhkan loyalitas secara nyata. Sebaliknya, green trust terbukti berpengaruh positif dan signifikan terhadap green loyalty. Hal ini menunjukkan bahwa kepercayaan konsumen terhadap komitmen hijau perusahaan menjadi salah satu faktor penting dalam membangun hubungan jangka panjang dengan konsumen. Selain itu, penelitian ini juga menemukan bahwa green customer satisfaction berpengaruh signifikan terhadap green loyalty, sehingga kepuasan konsumen atas produk dan layanan ramah lingkungan merupakan fondasi utama dalam menciptakan loyalitas konsumen hijau.

Kata Kunci:Green Marketing, Green Brand Marketing, Green Trust, Green Customer Satisfaction, Green Loyalty, Produk ramah lingkungan.

ABSTRACT

The purpose of this study is to analyze the relationship between Green Marketing, Green Brand Marketing, Green Trust, and Green Customer Satisfaction to Green Loyalty to environmentally friendly products, especially in the bottled water industry. This study uses an explanatory research approach. The population taken in this study is the people of Makassar City as consumers of Le Mineral bottled drinking water which is not known for sure, so the number of samples is calculated using the Slovin formula. Based on the results of this calculation, the number of samples in this study is 97 Le Mineral consumer respondents. This study uses the Accidental Sampling technique. Data is collected through two main sources. Primary data is obtained through questionnaires (questionnaires), Meanwhile, secondary data is collected from various documents and references relevant to the research object. The data analysis technique used in this study is Structural Equation Modeling (SEM) Analysis. The results of this study conclude that green brand marketing has a positive but insignificant effect on green loyalty. These findings indicate that green brand-based marketing strategies are indeed able to form positive perceptions in the eyes of consumers, but are not strong enough to foster real loyalty. On the contrary, green trust has been proven to have a positive and significant effect on green loyalty. This shows that consumer trust in the company's green commitment is one of the important factors in building long-term relationships with consumers. In addition, this study also found that green customer satisfaction has a significant effect on green loyalty, so consumer satisfaction with environmentally friendly products and services is the main foundation in creating green consumer loyalty.

Keywords:Green Marketing, Green Brand Marketing, Green Trust, Green Customer Satisfaction, Green Loyalty, Eco-friendly products.



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DOI: http://dx.doi.org/10.35906/jurman.v11i2.2661

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