PENGARUH GREEN TRUST DAN GREEN CORPORATE IMAGE TERHADAP GREEN LOYALTY DENGAN GREEN SATISFACTION SEBAGAI VARIABEL INTERVENING.

Nanto Purnomo

doi:10.24123/jeb.v28i1.6093

Nanto Purnomo Universitas Islam Lamongan

DOI: https://doi.org/10.24123/jeb.v28i1.6093

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Keywords: Green Trust, Green Corporate Image, Green Loyalty and Green Satisfaction

Abstract

The green marketing concept is currently used as a trust issue by companies in the context of marketing strategies to attract customer interest. One form of green corporate image that can be used as an example is the green marketing activities carried out by PT Golden Missisipi which has AMDK (Bottled Drinking Water) products under the AQUA brand. AQUA is an environmentally friendly product. This environmentally friendly aspect is implemented starting from its actions by minimizing the carbon footprint. AQUA uses recycled plastic in its packaging. Apart from that, AQUA also has a green factory which allocates 60% for green open land. This research uses quantitative descriptive methods with the help of Smart PLS 3.0 software. The results of the research show that there is a significant and significant influence of the green trust variable (x1) on green loyalty (y) in AMDK Aqua products. There is a significant and significant influence of the green trust variable (x1) on green satisfaction (z) in AMDK Aqua products. the green corporate image variable (x2) on green loyalty (y) on AMDK Aqua products, there is a significant and significant influence of the green corporate image variable (x2) on green satisfaction (z) on AMDK Aqua products, there is a significant and significant influence on the green satisfaction variable (z) towards green loyalty (y) in AMDK Aqua products, there is a significant and significant influence of the green trust variable (x1) on green loyalty (y) through green satisfaction (z) in AMDK Aqua products and there is a significant and significant influence of the green corporate image variable (x2) on green loyalty (y) through green satisfaction (z) on AMDK Aqua products.

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