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Peningkatan Green Loyalty Melalui Green Marketing, Green Brand Marketing, Green Trust, dan Green Customer Satisfaction Dirwan, Dirwan; Latief, Fitriani; Ghazwan, Muhammad Faathir
Jurnal Manajemen STIE Muhammadiyah Palopo Vol 11, No 2 (2025)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35906/jurman.v11i2.2661

Abstract

ABSTRAKTujuan penelitian ini adalah untuk menganalisis hubungan antara Green Marketing, Green Brand Marketing, Green Trust, dan Green Customer Satisfaction terhadap Green Loyalty terhadap produk ramah lingkungan, khususnya dalam industri air kemasan. Penelitian ini menggunakan pendekatan explanatory research. Populasi yang diambil dalam penelitian ini adalah masyarakat Kota Makassar sebagai konsumen air minum kemasan Le Mineral yang tidak diketahui secara pasti maka jumlah sampel dihitung menggunakan rumus Slovin. Berdasarkan hasil perhitungan tersebut maka jumlah sampel dalam penelitian ini sebanyak 97 responden konsumen Le Mineral. Penelitian ini menggunakan teknik pengambilan sampel Accidental Sampling. Data   dikumpulkan   melalui   dua   sumber   utama. Data   primer diperoleh melalui kuesioner (angket), Sementara   itu, data   sekunder dikumpulkan   dari berbagai dokumen dan referensi yang relevan dengan objek penelitian. Teknik analisis data yang digunakan dalam penelitian ini adalah Analisis Structural Equation Modeling (SEM). Hasil penelitian ini menyimpulkan bahwa green brand marketing berpengaruh positif tetapi tidak signifikan terhadap green loyalty. Temuan ini mengindikasikan bahwa strategi pemasaran berbasis merek hijau memang mampu membentuk persepsi positif di mata konsumen, namun belum cukup kuat untuk menumbuhkan loyalitas secara nyata. Sebaliknya, green trust terbukti berpengaruh positif dan signifikan terhadap green loyalty. Hal ini menunjukkan bahwa kepercayaan konsumen terhadap komitmen hijau perusahaan menjadi salah satu faktor penting dalam membangun hubungan jangka panjang dengan konsumen. Selain itu, penelitian ini juga menemukan bahwa green customer satisfaction berpengaruh signifikan terhadap green loyalty, sehingga kepuasan konsumen atas produk dan layanan ramah lingkungan merupakan fondasi utama dalam menciptakan loyalitas konsumen hijau.Kata Kunci: Green Marketing, Green Brand Marketing, Green Trust, Green Customer Satisfaction, Green Loyalty, Produk ramah lingkungan. ABSTRACTThe purpose of this study is to analyze the relationship between Green Marketing, Green Brand Marketing, Green Trust, and Green Customer Satisfaction to Green Loyalty to environmentally friendly products, especially in the bottled water industry. This study uses an explanatory research approach. The population taken in this study is the people of Makassar City as consumers of Le Mineral bottled drinking water which is not known for sure, so the number of samples is calculated using the Slovin formula. Based on the results of this calculation, the number of samples in this study is 97 Le Mineral consumer respondents. This study uses the Accidental Sampling technique. Data is collected through two main sources. Primary data is obtained through questionnaires (questionnaires), Meanwhile, secondary data is collected from various documents and references relevant to the research object. The data analysis technique used in this study is Structural Equation Modeling (SEM) Analysis. The results of this study conclude that green brand marketing has a positive but insignificant effect on green loyalty. These findings indicate that green brand-based marketing strategies are indeed able to form positive perceptions in the eyes of consumers, but are not strong enough to foster real loyalty. On the contrary, green trust has been proven to have a positive and significant effect on green loyalty. This shows that consumer trust in the company's green commitment is one of the important factors in building long-term relationships with consumers. In addition, this study also found that green customer satisfaction has a significant effect on green loyalty, so consumer satisfaction with environmentally friendly products and services is the main foundation in creating green consumer loyalty.Keywords: Green Marketing, Green Brand Marketing, Green Trust, Green Customer Satisfaction, Green Loyalty, Eco-friendly products.
Advertising Strategies and Celebrity Endorsements on Online Consumer Purchase Interest Latief, Fitriani; Dirwan, Dirwan
Jurnal Manajemen Bisnis Vol. 13 No. 1 (2026): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/tx73ft46

Abstract

This study aimed to evaluate the influence of Advertising Services (ADS) and Celebrity Endorsement (CE) on Purchase Interest (PI) among students as active users of online shopping platforms. A quantitative research design was employed, utilizing a survey method distributed to the student population. Data were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) to assess both the measurement and structural models. The results revealed that Advertising Services had a statistically insignificant effect on purchase interest. In contrast, Celebrity Endorsement had a significant positive impact and was identified as the dominant driver of consumer interest in this study. The structural model demonstrated satisfactory explanatory power and established predictive relevance for the variables involved. These findings suggest that for the student segment, the presence of a credible public figure is more effective in stimulating purchase interest than traditional advertising services. Consequently, online shop operators should prioritize selecting highly credible endorsers who resonate with the target audience to optimize promotional effectiveness.
Co-Authors Ahmad Firman Alamsyar, Al Ali Supriadi Amin, Asbi Amir Mahmud Andi Ircham Hidayat Annur SB, Ince Adzzahra Asniwati Bahrul Ulum Ilham, Bahrul Ulum Basri Basri Bunyamin Bunyamin Dara Ayu Nianty Fahrun, Moh Farid Farid, Farid Febrianti, Resty Ayu Ghazwan, Muhammad Faathir Haerani, Gusmi Hardianty Askar Hasnah Hasnah Irawati, Arwita Khaeran, Muh. Isnan L, Fitriani Latief, Fitriani Mande, Henni Maulana, Andi Arif Muhammad Idris Multhazam, Nur Afifah Thohirah Muslim, Almutia Muslimin, Istyqamah Nursiah Nursiah, Nursiah Rafiqah, Rafiqah Rajindra Randa, Alfa Rasdi Rasdi, Rasdi Sofyan, Iradat Rayhan Suriyanti, Suriyanti Umrah, St Wildani Pingkan S. Hamzens