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All Journal Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam
Cantika Rahma Aulia
UIN Raden Intan Lampung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE INFLUENCE OF GREEN MARKETING AND GREEN TRUST ON BRAND LOYALTY AT FORE COFFEE WITH PERCEIVED VALUE AS A MODERATING VARIABLE FROM AN ISLAMIC BUSINESS PERSPECTIVE : A CASE STUDY OF FORE COFFEE CONSUMERS IN BANDAR LAMPUNG Cantika Rahma Aulia; Muhammad Iqbal Fasa; Oza Restianita
Ad Deenar: Jurnal Ekonomi dan Bisnis Islam Vol 10 No 02 (2026): Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam
Publisher : Institut Agama Islam Al Hidayah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30868/ad.v10i02.10491

Abstract

This study was motivated by growing consumer concern over environmental issues, which has prompted companies to implement sustainable business strategies to enhance brand loyalty. The study aims to analyze the influence of eco-friendly marketing and trust in eco-friendliness on brand loyalty with perceived value serving as a moderator variable among Fore Coffee consumers in Bandar Lampung from an Islamic business perspective. A quantitative approach was used, with 100 respondents selected through purposive sampling and analyzed using SmartPLS 4.0. The results show that green marketing and green trust have a positive and significant effect on brand loyalty, while perceived values have a positive but insignificant effect. Perceived value significantly moderates the relationship between green marketing and brand loyalty in a negative direction, but does not significantly moderate the relationship between green trust and brand loyalty. From an Islamic business perspective, the implementation of green marketing and green trust aligns with the principles of environmental stewardship and the improvement of community well-being through sustainable business practices.
Co-Authors Muhammad Iqbal Fasa Oza Restianita