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All Journal Jurnal Ekonomi Journal of Consumer Science Jurnal Ilmiah Manajemen dan Bisnis (JIMB) MIX : Jurnal Ilmiah Manajemen Jurnal Abdi Masyarakat (JAM) Dinasti International Journal of Management Science Jurnal Manajemen Jurnal Abdi Insani Dinasti International Journal of Digital Business Management Jurnal Pengabdian Masyarakat Asia Proceeding of The International Conference on Economics and Business Proceeding National Conference Business, Management, and Accounting (NCBMA) International Journal of Indonesian Business Review Journal of Fundamental Management (JFM)
Sonny Indrajaya
Universitas Mercu Buana
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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The Influence of Green Products and Green Prices on Loyalty and Sustainability through Consumer Satisfaction Hasbiawan, Candra; Indrajaya, Sonny
International Journal of Indonesian Business Review Vol. 5 No. 1 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijibr.v5i1.1543

Abstract

This study aims to analyze the influence of green products and green prices on customer loyalty and sustainability with consumer satisfaction as a mediating variable. A quantitative approach was used by a survey method of 200 respondents of Sari Roti consumers in the Greater Jakarta area. The sampling technique is purposive sampling, and the data is analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.The results of the study show that green products and green prices have a significant positive effect on consumer satisfaction. Consumer satisfaction then has a significant positive effect on customer loyalty, which ultimately has a positive impact on sustainability. Consumer satisfaction has also been proven to mediate the relationship between green products and green prices on customer loyalty and sustainability. These findings provide practical implications that companies need to focus on eco-friendly product innovation and pricing that reflects sustainability values to build consumer satisfaction and loyalty in a sustainable manner.
Co-Authors Anisa Nur Afnisari Dewi Nusaningrum Dewi Nusraningrum, Dewi Erna Sofriana Imaningsih Fabiola, Christalia Hamdan Hamdan Hasbiawan, Candra Jarlest Andini Agustinanda Krisyanti, Yosi Melati Pangestu Raharja, Indra Retno Purwani Setyaningrum Riyanto, Dedi Senta, Muhamad Tri Arie Shakira, Azura Maharani SUPRAPTO Tine Yuliantini Tukhas Shilul Imaroh Yudi Herliansyah