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All Journal Jurnal Bina Bangsa Ekonomika
Agnes Theresia Panjaitan
Universitas Paramadina
Economics, Econometrics & Finance

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PENGARUH GREEN MARKETING MIX TERHADAP BRAND SATISFACTION (KEPUASAN MEREK) DENGAN BRAND ATTACHMENT (KETERIKATAN MEREK) SEBAGAI VARIABEL MEDIASI: STUDI KASUS PADA KONSUMEN INDOMIE DI JAKARTA Agnes Theresia Panjaitan
Jurnal Bina Bangsa Ekonomika Vol. 17 No. 2 (2024): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v17i2.627

Abstract

This research aims to analyze the influence of the green marketing mix on the level of brand satisfaction with the role of brand attachment as a mediating variable for Indomie consumers in the Jakarta area. The method used is a quantitative case study approach, data was collected through questionnaires to 100 respondents using a purposive sampling technique. This research is based on the Green Marketing Mix theory, an environmentally friendly marketing strategy that can influence consumer perceptions of brands. This positive perception can increase Brand Attachment, namely the level of consumer emotional attachment to the brand. Strong Brand Attachment can then influence Brand Satisfaction, namely consumers' positive evaluation of the brand. The results of the research show that the Green Marketing Mix has a positive influence on Brand Attachment, which contributes to increasing Brand Satisfaction. So, it is concluded that the application of the Green Marketing Mix can increase consumer loyalty and provide long-term benefits for the Indomie brand and the PT company. ICBP
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