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.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Rusham, Rusham 0420057301 UNSPECIFIED Mulyanti, Kurniawati 0411046701 |
| Keywords / Kata Kunci: | Green Marketing, Brand Image dan Loyalitas Pelanggan |
| Subjects: | Manajemen Pemasaran Manajemen |
| Faculty: | Fakultas Ekonomi > Manajemen S1 |
| Depositing User: | Ms Sonia Apriliya |
| Date Deposited: | 24 Aug 2023 07:45 |
| Last Modified: | 24 Aug 2023 07:45 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/3911 |
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