The Effect of Green Marketing Strategy on Customer Loyalty Mediated by Brand Image

Angeline Stella Ventari Kewakuma, Rofiaty Rofiaty, Kusuma Ratnawati

Abstract


This research aims to know the role of brand image to mediate the influence of green marketing on The Body Shop brand loyalty of beauty products. This research was conducted with 150 respondents in the city of Malang and used the purposive sampling method. Methods of data collection used a questionnaire distributed through google forms. The data analysis technique used was Structural Equation Model (SEM) with Partial Least Square (PLS) approaches. Based on the results, green marketing had a positive and significant impact on brand image. Green marketing had a positive and significant impact on consumer loyalty. The brand image had a positive and significant impact on consumer loyalty. The brand image could significantly mediate the influence of green marketing on consumer loyalty beauty products of The Body Shop. These results revealed that the greater the green marketing gained and perceived by consumers was, the greater the sense of brand image and consumer loyalty arose from The Body Shop’s consumers.


Keywords


green marketing, consumer loyalty, brand image

Full Text:

PDF

References


Ali, Suprihatin. (2013). Prediksi Perilaku Ramah L ingkungan Yang Dipengaruhi Oleh Nilai dan Gaya Hidup Konsumen. Jurnal Perspektif Bisnis .

Angeline, EM. (2015). Hubungan Green Marketing Terhadap Pilihgan Konsumen (Studi Kasus Pada The Body Shop Manado). Jurnal Ekonomi.

Anggraini, Fitri. (2015). Pengaruh Brand Image Terhadap Loyalitas Pelanggan Koran Harian Riau Pos. JOM FISIP. Vol. 3 No. 1 – Februari 2015.

Arlan Tjahyadi, Rully. (2006). Brand Trust dalam Konteks Loyalitas Merek. Peran Karakteristik Merek, Karakteristik Perusahaan dan Karakteristik Hubungan Pelanggan-Merek. Jurnal Manajemen, Vol. 6, No.1.

Arseculeratne, Dinuk dan Rashad Yazdanifard. (2014). How Green Marketing Can Create Sustainable Competitive Advantage for a Business. International Business Research.7: 130-137

Chang, N.J and C. M. Fong. (2010). “Green Product Quality, Green Corporate, Green Customer Satisfaction, and Green Customer Loyalty.” African Journal of Business Management. 4(14): pp: 2836-44. Dahlstrom, Robert. (2011). Green Marketing Management. Mason: Cengage Learning.

Danny, Alexander. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades lindo Pura Setia. Jurnal Manajemen Pemasaran Petra, 2(1): 1-9.

Delafrooz, Narges, Mohammad Taleghani, dan Baharen Nouri. (2014). Effect of green marketing on consumer purchase behaviour. QScience Connect 1(5). doi:10.5339/ connect.2014.5

Ferrel, O. C, and Michael D. Hartline. (2011). Marketing Strategy. 5thed. Mason: Cengage Learning.

Fonseca,Joana Cristina Gamboia. (2015). The impact of green marketing practices on consumer buying decision. University Institute of Lisbon.Lisboa: ISCTE-IUL, 2015. ISBN 978-80

Fred, S. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing, Vol. 27 Issue:9, pp.19-35

Gadau, Matias. (2016). Pengaruh Citra Merek (Brand Image) Terhadap Loyalitas Konsumen Studi Kasus Pada Produk Body Mist The Body Shop di Ambarukmo Plaza Yogyakarta.

Griffin, Jill. (2003). Customеr Loyаlty : Mеnumbuhkаn dаn Mеmpеrtаhаnkаn Kеsеtiааn Pеlаnggаn. Ditеrjеmаhkаn : Dwi Kаrtini Yаhyа. Jаkаrtа: Еrlаnggа.

Griffin, Jill. (2005). Customеr Loyalty: How to Еarn it, How to Kееp it. Tеrjеmahan olеh Dwi Kartini Yahya. Jakarta: Еrlangga

Kartajaya, Hermawan. (2014). WOW Marketing. Jakarta: PT. Gramedia Pustaka Utama TERHADAP MINAT BELI PRODUK BODY MIST (Studi pada The Body Shop di Trans Studio Mall Bandung). Jurnal Computech & Bisnis. Vol. 11.No 1, Juni 2017, 25-38.

Kotler, Philip, and Kevin Lane Keller. (2012). Marketing Management. 14th Edition. New Jersey: Prentice Hall Inc.

Krisopras, Almez., dan I G A, Giantari, Kt. (2016) . Pengaruhi Program Corporate Social Responsibility dan Inovasi Produk Terhadap Brand Loyalty Starbucks Coffee di Denpasar. E-Jurnal Manajemen Unud. 5(4): 2396- 2423.

Polonsky, Michael Jay. (1994). An Introduction To Green Marketing. Electronic Green Journal,1(2): 1-1

Qauman, Nur Syoalehat. (2016) . Pengaruh Citra Merek (Brand Image) Terhadap Loyalitas Konsumen Bakso Bakar Pak Man Kota Malang. Jurnal IlmuIlmu Peternakan 26 (3): 20 – 26.

Romadoni, P,B.,(2017). Pengaruh Citra Merek Perusahaan terhadap Kepuasan dan Loyalitas Pelanggan (Survеi pada Pеlanggan Pеngguna Gadgеt Mеrеk Xiaomi di Countеr Trijaya Xiaomi Cеntrе Malang). Jurnal Administrasi Bisnis (JAB). Vol. 50 No. 2 September 2017.

Shabani, Nazanin., Mahboobeh Ashoori, Moh.Taghinejad, Hamed Beyrami, And Marjan N. Fekri. (2013). The Study of Green Consumers’ Characteristics and Available Green Sectors in The Market. International Research Journal of Applied and BasicScience. Science Explorer Publication, 4(7):1880-1883.




DOI: https://doi.org/10.18196/jbti.v12i1.10691

Refbacks

  • There are currently no refbacks.


JBTI : Jurnal Bisnis : Teori dan Implementasi terindex:
 
 

Lihat Statistik Jurnal View MyStat

 
Office:
Magister of Managemet Postgraduate Building 2nd Floor UMY
Jl. Brawijaya, Tamantirto, Kasihan, Bantul, Daerah Istimewa Yogyakarta, Indonesia
Phone: +62 274 387 656 Ext. 133
WA : +62 815-8758-702
E-mail: jbti@umy.university


This work is licensed under Attribution-NonCommercial-NoDerivatives 4.0 International