GREEN MARKETING EFFECT ON CUSTOMER LOYALTY WITH BRAND IMAGE AS MEDIATING VARIABLE

Abstract

This study aims to determine the effect of green marketing on customer loyalty mediated by brand image. Customer loyalty is one of the important roles in the development of the company. In a business, loyal customers have an important role in the progress of a business. Loyal customers are an important asset for the company. This research was conducted on the Pijak Bumi brand which operates in the fashion sector with a research population of 114 respondents who are customers who have purchased at least 2 shoes from Pijak Bumi, customers aged <17 – 40 years and customers who buy at Shopee, Tokopedia, Blibli, Websites and Offline Stores. The method of determining the sample of this research is purposive sampling. Data collection is carried out online through the distribution of the Google Form link. Data were analyzed using SEM-PLS analysis by processing data and testing hypotheses with SmartPLS 3.0 software. Some of the findings in this study are that green marketing has a positive effect on brand image. Furthermore, brand image has a positive effect on customer loyalty. Green marketing has a positive effect on customer loyalty. This research is useful for companies that want to have loyal customers with the application of Green Marketing in forming Brand Image and the importance of customer perceptions of Brand Image that can make customers loyal. Products with good quality and competitive prices as well as promotions can form a positive image of the product that is embedded in the minds of the public. With the image that has been embedded in the community, it ultimately makes people choose to be loyal to the product rather than having to try to use other products.