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All Journal JURNAL BISNIS STRATEGI Jurnal Bisnis dan Manajemen Jurnal Keuangan dan Perbankan Media Ekonomi dan Manajemen Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Journal of Indonesian Applied Economics Wacana, Jurnal Sosial dan Humaniora JBTI : Jurnal Bisnis : Teori dan Implementasi Jurnal Manajemen Teori dan Terapan MIX : Jurnal Ilmiah Manajemen Jurnal Manajemen dan Kewirausahaan (JMDK) Asia-Pacific Management and Business Application Jurnal Ekonomi dan Bisnis Management and Economics Journal (MEC-J) Jurnal Abdimas Mahakam Dinasti International Journal of Management Science Heart Science Journal JBMR: Journal of Business and Management Review Akuntansi Bisnis & Manajemen (ABM) SMBJ: Strategic Management Business Journal Journal of International Conference Proceedings Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Management Risiko dan Keuangan Carmin: Journal of Community Service Jurnal Kewirausahaan dan Inovasi
Kusuma Ratnawati
Department Of Management, Faculty Of Economics And Business, Brawijaya University
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Journal : JBTI : Jurnal Bisnis : Teori dan Implementasi

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The Effect of Green Marketing Strategy on Customer Loyalty Mediated by Brand Image Kewakuma, Angeline Stella Ventari; Rofiaty, Rofiaty; Ratnawati, Kusuma
JBTI : Jurnal Bisnis : Teori dan Implementasi Vol 12, No 1 (2021): April 2021
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jbti.v12i1.10691

Abstract

This research aims to know the role of brand image to mediate the influence of green marketing on The Body Shop brand loyalty of beauty products. This research was conducted with 150 respondents in the city of Malang and used the purposive sampling method. Methods of data collection used a questionnaire distributed through google forms. The data analysis technique used was Structural Equation Model (SEM) with Partial Least Square (PLS) approaches. Based on the results, green marketing had a positive and significant impact on brand image. Green marketing had a positive and significant impact on consumer loyalty. The brand image had a positive and significant impact on consumer loyalty. The brand image could significantly mediate the influence of green marketing on consumer loyalty beauty products of The Body Shop. These results revealed that the greater the green marketing gained and perceived by consumers was, the greater the sense of brand image and consumer loyalty arose from The Body Shop’s consumers.
Co-Authors A. Dewantoro Marsono Achmad Helmy Djawahir Achmad Helmy Djawahir Afriani Afriani Ananda Sabil Hussein Armanu, Armanu Arta Kusuma Athifah Hanun Atim Djazuli Christin Susilowati Clara Shinta Wiryana Cokorda Agung Mahadika Damayanti, Renata Desy Eka Kartika Sari Dewantara, Prasetya Putra Djumahir . Djumahir Djumahir Djumahir Djumahir Djumilah Hadiwidjojo Djumilah Hadiwidjojo Djumilah Hadiwidjojo Djumilah Zain Edi Purwanto Edi Purwanto Efionita, Yolanda Eka Zahra Solikahan Eko Purwanto Ekromi Fraida Tsalasah Esther Novelina Hutagalung Firdaus, Ema Zahra Hanifa Bennu Nur Hanun, Athifah Hedwigh Hendrikus Temai Lejap Herdina, Ajeng Mira Humaira, Khaula Fathia Kesuma, Satrio Fajar KEWAKUMA, ANGELINE STELLA VENTARI Kurniasari, Irma Lana Emilia Gondowahjudi Lia Pranata Putri Liana, Esti luthfi abdillah M.S. Idrus Made Sudarma Mahadika, Cokorda Agung Margono Setiawan Moeljadi Moeljadi MujiLestari, Dian Muliawati, Elisa Cahya Nazzal, Ayman Ni Nyoman Suli Asmara Yanti Noermijati, Noermijati Nova Juwita Hersanti Nur Khusniyah Indrawati Nurmasari, Nuraini Desty Nushobah, Ahmad Royan Pertiwi, Nanda Purnamasari, Citra Putra, Kevin Surijanto Putri, Belinda Nursabila Putri, Rizki Ariendra Ammellia R Safiroh Febrina Reka Yusmara Mardiputra Rico Eka Wahyu Hudiwijono Riyadi, Indra Rofiaty, Rofiaty Rosyanti, Daisy Marthina Santika, IBM Shen Chien Wen Siahaan, Andriyuda Siti Aisjah Slamet Mulyono Sri Muljaningsih Sumiati Sumiati . Sumiati Sumiati Surachman Surachman Tomas Setya Wahyu Budi Ubud Salim Wahdiyat Moko Wardani, Salsabilah Herman Putri Wati, Cicik Retno ZAINUL ARIFIN Zainul Arifin Zaroug, Yousef Ali Mohamed