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Ratni Prima Lita
Universitas Andalas
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Journal : Journal Publicuho

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GREEN BRAND INNOVATIVE ON GREEN BRAND LOYALTY: A Moderating Model Evaluation by Green Perceived Value of Indonesian Consumers for The Body Shop Products Yunfajri Rahma Nofiasari; Ratni Prima Lita; Verinita Verinita
Journal Publicuho Vol. 6 No. 3 (2023): August - October - Journal Publicuho
Publisher : Halu Oleo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35817/publicuho.v6i3.232

Abstract

This study aims to analyze and prove green brand innovative impact on brand loyalty of Indonesian consumers for the Body Shop product, it also tested the moderating effect of green perceived value on its relation. In the sampling technique, this study used convenience sampling with online method questionnaire distribution. Recorded as many as 111 users of the Body Shop products across Indonesia (West, Mid, East) have participated. Then, the feedback was analyzed with the technique of SEM with the assistance of the Smart-PLS software's latest version. Results found that green brand innovation has a positive impact on green brand loyalty of Indonesian users for the Body Shop products, and green perceived value also has a positive impact on green brand loyalty. Unfortunately, green perceived value isn’t able to moderate the relationship between green brand innovation and green brand loyalty.
Co-Authors 3Mareta Kemala Sari AA Sudharmawan, AA Abdi Setia Putra Abdul Aziz Agriqisty Agriqisty Ahmad Syafruddin Akhyudelpa, Yefrina Alfian, Henmaidi Alfit man Alfitman Alfitman Alfitman Alfitman Alhapen Ruslin Chandra Alizar Hasan Alvi Syukri Faisal Alwi, Fikri Amiyati, Lisa Anak Agung Gede Sugianthara Anira, Qisthina Asnimar Asnimar Astiena, Adila Kasni Astri Ayu Purwati Bintang Rizky Abdullah Majo Saibah Budi Rahmadya Chan, Dessi Nelty Chandra, Dedy Danny Hidayat Debi Shintya Dewi Debi Shintya Dewi Dessi Nelty Chan Devi Yulia Rahmi Dewi, Debi Shintya Donard Games ERI BESRA, ERI Fahmy, Rahmi Faisal, Ranny Fitriana Fanessa, Fanessa Fatma Poni Mardiah Feta Maharni Gayatri, Satya Hafizni, Rihan Hakimi, Nurul Harits, Muhammad Dzakwan El Harmen, Elsa Luvia Hendra Lukito Henmaidi Henmaidi Herri Herri Hidayani, Sari Dewi Husnul Khatimah Husnul Khatimah Ida Rahmah Burhan Ilham Surya Vendri Indri Juliyarsi Intan Kamala Aisyiah Isramirawati, Isramirawati John Edwar Laela Susdiani Laiza Faaghna Laura Amelia Triani Laura Syahrul Lenggogeni, Sari M Ma'ruf M. Fajar Syafrida M. Ma'ruf M. Ma'ruf Ma ruf, Ma ruf Ma'ruf Ma'ruf Ma'ruf Ma'ruf, Ma'ruf Ma’ruf Ma’ruf Marlan Daud Sihombing Marlina, Winny Alna Maruf Maruf Ma’ruf, Ma’ruf Melia, Sri Meuthia Meuthia Meuthia Meuthia Meuthia Meuthia Meuthia Meuthia, Meuthia Muhammad Reynaldi Mulia Gusmai Muthiah Dwi Utami Nazaruddin, Erizal Nilda Tri Putri Nur Ari Sufiawan Nuraini Nuraini Prima Fithri Prima Yulianti Pujangga, Della Sugesti Putra, Ade Oktarizal Putri, Dina Agustin Qisthina Anira Rahayu, Rita Rahmaddian, Tosi Rahmat Eka Putra Ranny Fitriana Faisal Rendi Deva Andra Reynaldi, Muhammad Ria Ariany Rida Rahim Rihan Hafizni Rima Rofifah Putri Rima Semiarty Rizki Ardiansyah Harahap Rozalia, Yolanda Saldi, Wardah Awwalin Sanda Patrisia Komalasari Sari Lenggogeni Sari Surya Sari Surya Sari, Dellani Mutia Sari, Dessy Kurnia Shabrina Tamimi Siregar Sri Melia Sry Rachmawaty Suziana, Suziana Syafira, Tama Aulia Syafrida, M. Fajar syafrizal Syafrizal Syafrizal Tedi Hidayat Tessa Safitri Thomas Darwin Triani, Laura Amelia Valeny Suryaningsih Vera Pujani Veri nita Verinita, Verinita Weriantoni, Weriantoni Yanti Yanti Yefrina Akhyudelpa Yefrina Akhyudelpa Yesi Elsandra Yolanda Rozalia Yulia Hendri Yeni Yulia Henri Yeni Yunfajri Rahma Nofiasari Zia, Hanim Khalida