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All Journal JURNAL ILMIAH M-PROGRESS Jurnal Ilmiah Edunomika (JIE) International Journal of Economics Development Research (IJEDR) Community Development Journal: Jurnal Pengabdian Masyarakat East Asian Journal of Multidisciplinary Research (EAJMR) Jurnal Akuntansi dan Keuangan West Science Jurnal Bisnis dan Manajemen West Science Jurnal Ekonomi dan Kewirausahaan West Science Jurnal Inovatif : Inovasi Teknologi Informasi dan Informatika Jurnal Greenation Ilmu Akuntansi
Maulina, Evaf
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Public Health Social Sciences Other

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Journal : International Journal of Economics Development Research (IJEDR)

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The Green Marketing Model in Umrah Bureaus: A Satisfaction-Based Approach Suryawan, Ryan Firdiansyah; Maulina, Evaf; Setiawan, Edhie Budi; Septiano, Renil; Susilowati, Tri
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 6 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v4i6.6775

Abstract

Intense competition among umrah service providers in Jakarta and Bogor emphasizes the importance of effective digital marketing as well as a focus on consumer trust, service quality, and green marketing initiatives to increase e-loyalty. This study aims to analyze the effect of green marketing, consumer trust, and service quality on e-loyalty with customer satisfaction as an intervening variable. Data were collected from 150 umrah service users at five umrah bureaus in Jakarta and Bogor using purposive sampling method. Partial Least Square Structural Equation Model (SEM-PLS) 3.0 was used for data processing and testing. The results showed that green marketing, consumer trust, and service quality have a positive and significant effect on e-loyalty, both directly and through customer satisfaction as a mediator. Interestingly, although green marketing and consumer trust have a positive influence on customer satisfaction, service quality does not have a significant impact on satisfaction. This research highlights the importance of targeted digital marketing strategies and efforts to build consumer trust to increase loyalty in the umrah service sector.
Co-Authors Adi Nugroho, Cahyo Ainil Mardiah Alfi Maghfuriyah Andi Fitriani Djollong Arif Nasution, Abdillah Arijanti, Susi Banned, Meikol Dasa Rahardjo Soesanto Edhie Budi Setiawan, Edhie Budi Eliza Eliza Gunawan Turki, Endi Indra Perdana Irdhayanti, Efa Irwansyah, Rudy Judijanto, Loso Kamsariaty, Kamsariaty Khotijah, Nur Mareta, Sigit Murdiono, Jatmiko Nasution, Aulia Arif Nggandung, Yeheskial Nurdiansah, Ramlan Perwitasari, Erni Pratiwi Pian TA, Suprianus Priyana, Yana Rizal R. Manullang Saparman, Saparman Septiano, Renil Setiadi, Bekti Siska, Emi Yulia Subagio, Mochamad Sudarmanto, Eko suryawan, ryan firdiansyah Susilo, Danang Djoko Tri Susilowati Vandan Wiliyanti Wardhani, Tri Erie Wibowo, Sarwo Eddy Widyastuti, Dewi Dyah