Pengaruh Green Marketing Terhadap Loyalitas Pelanggan Richeese Factory Dengan Brand Image Sebagai Variabel Moderasi

Apriliya, Sonia (2023) Pengaruh Green Marketing Terhadap Loyalitas Pelanggan Richeese Factory Dengan Brand Image Sebagai Variabel Moderasi. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The research objective was to determine the effect of green marketing on Richeese Factory customer loyalty with brand image as a moderating variable. partial least squares (PLS) analysis method using the SmartPLS program. The results showed that 70.2% of the Customer Loyalty variable could be explained by green marketing variables. green marketing has no significant effect on customer loyalty with a t-statistical value of 1.657 <1.96 and a p-value of 0.050 > 0.05. The brand image moderation variable has a significant effect on customer loyalty, a t-statistical value of 9.951 > 1.96 p-values 0.000 < 0.05. The brand image variable has no significant effect through green marketing on customer loyalty, with a t-statistic value of 1,201 <1.96, and a p-value of 0.116 > 0.05. This shows that the brand image moderating variable is not able to moderate the effect of green marketing on richeese factory customer loyalty.

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