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All Journal Dinasti International Journal of Digital Business Management
Andri Suhendar
Mercu Buana University, Jakarta, Indonesia
Decision Sciences, Operations Research & Management

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The Influence of Brand Image, Product Innovation, and Green Marketing on Customer Loyalty Through Perception of Green Products Andri Suhendar; Christina Catur Widayati
Dinasti International Journal of Digital Business Management Vol. 6 No. 5 (2025): Dinasti International Journal of Digital Business Management (August - Septembe
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v6i5.5388

Abstract

This study aims to analyze the effect of brand image, product innovation, and green marketing on customer loyalty through the perception of environmentally friendly products. This research was conducted at Horison Nindya Hotel Semarang with a quantitative approach. The data were analyzed using PLS-SEM technique through SmartPLS 4.0 software. The results showed that product innovation and green marketing had a significant effect on green product perceptions. Green product perception also has a significant effect on customer loyalty. In addition, brand image, product innovation, and green marketing have a significant effect on customer loyalty. However, brand image has no significant effect on green product perception. These findings provide theoretical implications in strengthening the application of green consumer behavior (Peattie & Crane, 2005; Ajzen, 2020).
Co-Authors Christina Catur Widayati