The influence of green marketing on costumer loyalty of The Body Shop mediated by brand image
Keywords:
Green marketing; brand image; costumer loyalty
Abstract
This study intends to examine the impact of green marketing on The Body Shop customer loyalty in the city of Padang via brand image. All The Body Shop consumers that reside in the city of Padang make up the study's population. In this study, 154 respondents made up the samples. Data was gathered using a Google Form for an online survey, and SmartPLS 3.0 software was used to process the results. The study's findings show that green marketing has a significant impact on costumer loyalty, green marketing has a significant impact on brand image, brand image has a significant impact on costumer loyalty, and green marketing has a significant impact on customer loyalty through brand image.
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References
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Genoveva, G., & Berliana, W. (2021). Pengaruh Green Marketing Mix Terhadap Brand Image Produk Tupperware. Journal of Management and Business Review, 1(18), 60-76.
Irkhamni, D. A., & Suharyono. (2017, September 2). Pengaruh Penerapan Green Marketing Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei pada Pelanggan Treatment Naavagreen Natural Skin Care Cabang Malang). Administrasi Bisnis, 50(2), 33-39.
Kusumawati, A., & Rahayu, K. S. (2020). The Effect of Experience Quality on Customer Perceived Value and Customer Satisfaction and Its Impact on Customer Loyalty. The TQM Journal.
Lee, S. Y., & Atkinson, L. (2019). Never Easy to Say "Sorry" : Exploring the Interplay of Crisis Involvement, Brand Image, and Message Appeal in Developing Effective Corporate Apologies. Public Relations Review 45, 178-188.
Lestari, E. R., Putri, H. K., Anindita , C. , & Laksmiari, M. B. (2020, April 05). Pengaruh Green Product (Minuman Ramah Lingkungan), Green Advertising, Dan Kepedulian Lingkungan Terhadap Green Trust Dan Implikasi Terhadap Minat Beli. Teknologi Pertanian, 21(1), 1-10.
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Pathak, R. Y. (2016, August 26). The Influence of Green Marketing Functions in Building Corporate Image : Evidences From Hospitality Industry in a Developing Nation. International Journal of Contemporary Hospitality Management, 28.
Pradana, D., Hudayah, S., & Rahmawati. (2017). Pengaruh Harga, Kualitas Produk, Dan Citra Merek Brand Image Terhadap Keputusan Pembelian Motor. K I N E R J A, 1(14), 16-23.
Rahayu, S., Nani, R., & Sulastri, S. (2021, June). Peran Citra Merek Hijau, Niat Merek Untuk Meningkatkan Loyalitas Pembelian. Journal of Business and Information Systems, 1(3).
Rahmayanti, H. I., & Arifin, S. (2022). Pengaruh Green Product Quality, Green Corporate Image, dan Green Packaging terhadap green costumer loyalty. Business and Economics Conference in Utilization of Modern Technology, 226-237.
Rini, A. S., Sukaatmadja, I. P., & Giantari, I. G. (2017). Pengaruh Pengetahuan Lingkungan dan Kepedulian Lingkungan Terhadap Sikap dan Niat Beli Produk Hijau "The Body SHop" di Kota Denpasar. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 137-166.
Rizqiningsih, D. U., & Widodo, A. (2021, Juli). Effect of Green Marketing and Service Quality on Customer Loyalty with Costumer Satisfaction as Intervening Variable (Case Study at Starbucks Coffee Surabaya City). Samudra Ekonomi dan Bisnis, 12(2), 242-256.
Romadon, Y., Kumadji, S., & Abdillah, Y. (2014, Oktober). Pengaruh Green Marketing Terhadap Brand Image dan Struktur Keputusan Pembelian (Survei pada Followers Account Twitter @PertamaxIND Pengguna Bahan Bakar Ramah Lingkungan Pertamax Series). Jurnal Administrasi Bisnis, 15(1), 1-7.
Sarah, Y., & Sutar, S. (2020). Pengaruh Green Marketing, Corporate Social Responsibility Terhadap Brand Image Dan Keputusan Pembelian. JURNAL EKOBIS.
Sawitri, I. G., & Rahanatha, G. B. (2019). Pengaruh Green Marketing dan Brand Image Terhadap Loyalitas Pelanggan. E-Jurnal Manajemen, 8(8), 5267-5284.
Sugistianto, P., & Ispriyahadi, H. (2021). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Bengkel Body & Paint Pt Wahana Senjaya Jakarta. JURNAL EKOBIS.
Supandini, N. A., & Pramudana, K. A. (2017). Peran Kepedulian Pada Lingkungan Dalam Memediasi Pengaruh Green Marketing Terhadap Niat Pembelian Produk Ramah Lingkungan. E-Jurnal Manajemen Unud, 6(7), 3906-3933.
Susanti, C. E. (2018). The Role of Satisfaction as a Moderation of the Influence of Trust on Consumer Loyalty. ICIEB '18: Proceedings of the 2018 International Conference on Internet and e-Business, 51-56.
Tsai, P.-H., Lin, G.-Y., Zheng, Y.-L., Chen, Y.-C., Chen, P.-Z., & Su, Z.-C. (2020, May 29). Exploring The Effect of Starbucks Green Marketing on Consumer's Purchase Decisions from Consume's Perspective. Journal of retailing and Consumer Services 56, 1-14.
Umam, G. C., & Widodo, A. (2022). How Green Marketing and Product Quality Influence Buying Interest Using Green Brand Image. Jurnal Manajemen Bisnis.
Wella, S. F., & Chairy. (2020, Oktober). Implementasi Sustainability Sebagai Alat Pemasaran Pada Era Pandemi Covid-19. Jurnal Muara Ilmu Ekonomi dan Bisnis, 4(2), 343-354.
Wicaksono, D. A. (2022, Februari 3). Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan (Suatu Kajian Teoritis). ULIL ALBAB : Jurnal Ilmiah Multidisiplin, 1(3), 504-509.
Wijaya, A., Wulandari, J., & Nugeraha, P. (2020). Kajian Tentang Keputusan Pembelian Produk Ramah Lingkungan Dalam Perspektif Theory Of Planned Behavior. Jurnal Sosial Humaniora, 141-151.
Xhema, J., Metin, H., & Groumpos, P. (2018). Switching-Costs, Corporate Image and Product Quality Effect on Costumer Loyalty : Kosovo Retail Market. IFAC PapersOnline 51-30, 287-292.
Yapanto, L. M., Harahab, N., & Musa, D. T. (2021). Alternative income of Tomini Bay Coastal Communities (case study in Bone Bolango District, Gorontalo Province, Indonesia). IOP Conference Series: Earth and Envronmental Science.
Albar, K., Noviyanti, H., Sari, D. P., & Zakhiroh, A. (2022, Mei). Pengaruh Iklan dan Brand Image MS. Glow Terhadap Minat Beli Konsumen. SAUJANA Jurnal Perbankan Syariah dan Ekonomi Syariah, 04(01).
Amir, A., Mandey, S. L., & Tawas, H. N. (2020). Pengaruh Perceived Value, Brand Image Terhadap Customer Loyalty Melalui Customer Engagement Sebagai Variabel Mediasi (Studi Pada Pelangan Indihome Pt. Telkom Manado). Jurnal Manajemen Bisnis dan Inovasi Universitas SAM Ratulangi.
Antara, I. M., & Rastini, N. (2022). The Influence of Brand Image, Sales Promotion and Quality of Service on Customer Satisfaction Car Rental Service. European Journal of Business & Management Research.
Carolin, A. (2020). Analisis Pengaruh Celebrity Endorser Dan Product Quality Terhadap Buying Decision Serta Dampaknya Pada Satisfaction (Survei Pada Konsumen Produk Kosmetik Rossa Beauty Di Kota Pontianak). Equator Journal of Management and Entrepreneurship.
Cholilawati, S., Zahra, E. L., & Cholilawati, C. (2020). The Understanding and Purchase Decision of Environmentally Friendly Products Based on Gender. KnE SocialScience.
Devi, B. C., & Azizah, N. (2022). Pengaruh Excitement, Sophistication, dan Ruggedness terhadap Brand Trust Melalui Brand Image sebagai Variabel Intervening pada Pengguna Tokopedia di Surabaya. RESLAJ: Religion Education Social Laa Roiba Journal.
Dwidienawati, D., Abdinagoro, S. B., Tjahjana, D., & Gandasari, D. (2020). Brand Loyalty, Online Shopping, Environmental Awareness and Risk Averse: The Differences between Generation Y and Generation Z. International Journal of Advanced Science and Technology, 29(03), 7905-7916.
Fathurahman, A. A., & Sihite, J. (2022, March 26). Effect of Promotion, Brand Image, And Product Quality on Re-Purchase Interest Through Costumer Satisfaction as Intervening on Erigo Apparel Products. Dinasti International Journal of Management Science, 3(4), 621-631.
Fatmawati, I., & Alikhwan, M. A. (2021). How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision? E3S Web of Conferences.
Genoveva, G., & Berliana, W. (2021). Pengaruh Green Marketing Mix Terhadap Brand Image Produk Tupperware. Journal of Management and Business Review, 1(18), 60-76.
Irkhamni, D. A., & Suharyono. (2017, September 2). Pengaruh Penerapan Green Marketing Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei pada Pelanggan Treatment Naavagreen Natural Skin Care Cabang Malang). Administrasi Bisnis, 50(2), 33-39.
Kusumawati, A., & Rahayu, K. S. (2020). The Effect of Experience Quality on Customer Perceived Value and Customer Satisfaction and Its Impact on Customer Loyalty. The TQM Journal.
Lee, S. Y., & Atkinson, L. (2019). Never Easy to Say "Sorry" : Exploring the Interplay of Crisis Involvement, Brand Image, and Message Appeal in Developing Effective Corporate Apologies. Public Relations Review 45, 178-188.
Lestari, E. R., Putri, H. K., Anindita , C. , & Laksmiari, M. B. (2020, April 05). Pengaruh Green Product (Minuman Ramah Lingkungan), Green Advertising, Dan Kepedulian Lingkungan Terhadap Green Trust Dan Implikasi Terhadap Minat Beli. Teknologi Pertanian, 21(1), 1-10.
Lestari, N. I. (2020). PENGARUH GREEN AWARENESS TERHADAP KEPUTUSAN Pembelian Produk Kosmetik Ramah Lingkungan Konsumen Generasi Y. Jurnal Ekonomi Vokasi, 1(3).
Lin, Y.-H., Lin, F. J., & Wang, K. H. (2020). The Effect of Social Mission on Service Quality and Brand Image. Journal of Business Research.
Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Jurnal Vokasi Administrasi Bisnis.
Munandar, J. M., Oktaviani, D., & Angraini, Y. (2020). How Important is CRM Toward Customer's Loyalty to Conventional and Islamic Bank Marketing Strategy?: A Case Study From Indonesia. Journal of Islamic Marketing.
Nurmillatina, T. (2018). Pengaruh Lokasi, Kualitas Pelayanan, Dan Suasana Toko Terhadap Loyalitas Pelanggan Di Infinito Culinary Bandung. Direpo Unpas.
Paramita, N. D., & Yasa, N. N. (2015, September). Sikap dalam Memediasi Hubungan Kesadaran Lingkungan Dengan Niat Beli Produk Kosmetik Ramah Lingkungan. Jurnal Manajemen dan Kewirausahaan, 17(2), 177-185.
Pathak, R. Y. (2016, August 26). The Influence of Green Marketing Functions in Building Corporate Image : Evidences From Hospitality Industry in a Developing Nation. International Journal of Contemporary Hospitality Management, 28.
Pradana, D., Hudayah, S., & Rahmawati. (2017). Pengaruh Harga, Kualitas Produk, Dan Citra Merek Brand Image Terhadap Keputusan Pembelian Motor. K I N E R J A, 1(14), 16-23.
Rahayu, S., Nani, R., & Sulastri, S. (2021, June). Peran Citra Merek Hijau, Niat Merek Untuk Meningkatkan Loyalitas Pembelian. Journal of Business and Information Systems, 1(3).
Rahmayanti, H. I., & Arifin, S. (2022). Pengaruh Green Product Quality, Green Corporate Image, dan Green Packaging terhadap green costumer loyalty. Business and Economics Conference in Utilization of Modern Technology, 226-237.
Rini, A. S., Sukaatmadja, I. P., & Giantari, I. G. (2017). Pengaruh Pengetahuan Lingkungan dan Kepedulian Lingkungan Terhadap Sikap dan Niat Beli Produk Hijau "The Body SHop" di Kota Denpasar. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 137-166.
Rizqiningsih, D. U., & Widodo, A. (2021, Juli). Effect of Green Marketing and Service Quality on Customer Loyalty with Costumer Satisfaction as Intervening Variable (Case Study at Starbucks Coffee Surabaya City). Samudra Ekonomi dan Bisnis, 12(2), 242-256.
Romadon, Y., Kumadji, S., & Abdillah, Y. (2014, Oktober). Pengaruh Green Marketing Terhadap Brand Image dan Struktur Keputusan Pembelian (Survei pada Followers Account Twitter @PertamaxIND Pengguna Bahan Bakar Ramah Lingkungan Pertamax Series). Jurnal Administrasi Bisnis, 15(1), 1-7.
Sarah, Y., & Sutar, S. (2020). Pengaruh Green Marketing, Corporate Social Responsibility Terhadap Brand Image Dan Keputusan Pembelian. JURNAL EKOBIS.
Sawitri, I. G., & Rahanatha, G. B. (2019). Pengaruh Green Marketing dan Brand Image Terhadap Loyalitas Pelanggan. E-Jurnal Manajemen, 8(8), 5267-5284.
Sugistianto, P., & Ispriyahadi, H. (2021). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Bengkel Body & Paint Pt Wahana Senjaya Jakarta. JURNAL EKOBIS.
Supandini, N. A., & Pramudana, K. A. (2017). Peran Kepedulian Pada Lingkungan Dalam Memediasi Pengaruh Green Marketing Terhadap Niat Pembelian Produk Ramah Lingkungan. E-Jurnal Manajemen Unud, 6(7), 3906-3933.
Susanti, C. E. (2018). The Role of Satisfaction as a Moderation of the Influence of Trust on Consumer Loyalty. ICIEB '18: Proceedings of the 2018 International Conference on Internet and e-Business, 51-56.
Tsai, P.-H., Lin, G.-Y., Zheng, Y.-L., Chen, Y.-C., Chen, P.-Z., & Su, Z.-C. (2020, May 29). Exploring The Effect of Starbucks Green Marketing on Consumer's Purchase Decisions from Consume's Perspective. Journal of retailing and Consumer Services 56, 1-14.
Umam, G. C., & Widodo, A. (2022). How Green Marketing and Product Quality Influence Buying Interest Using Green Brand Image. Jurnal Manajemen Bisnis.
Wella, S. F., & Chairy. (2020, Oktober). Implementasi Sustainability Sebagai Alat Pemasaran Pada Era Pandemi Covid-19. Jurnal Muara Ilmu Ekonomi dan Bisnis, 4(2), 343-354.
Wicaksono, D. A. (2022, Februari 3). Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan (Suatu Kajian Teoritis). ULIL ALBAB : Jurnal Ilmiah Multidisiplin, 1(3), 504-509.
Wijaya, A., Wulandari, J., & Nugeraha, P. (2020). Kajian Tentang Keputusan Pembelian Produk Ramah Lingkungan Dalam Perspektif Theory Of Planned Behavior. Jurnal Sosial Humaniora, 141-151.
Xhema, J., Metin, H., & Groumpos, P. (2018). Switching-Costs, Corporate Image and Product Quality Effect on Costumer Loyalty : Kosovo Retail Market. IFAC PapersOnline 51-30, 287-292.
Yapanto, L. M., Harahab, N., & Musa, D. T. (2021). Alternative income of Tomini Bay Coastal Communities (case study in Bone Bolango District, Gorontalo Province, Indonesia). IOP Conference Series: Earth and Envronmental Science.
Published
2022-09-30
How to Cite
Wulandari, I. M., & Engriani, Y. (2022). The influence of green marketing on costumer loyalty of The Body Shop mediated by brand image. Marketing Management Studies, 2(3), 228-242. Retrieved from https://jkmp.ppj.unp.ac.id/index.php/mms/article/view/316
Section
Articles
