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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat Digital Business Progress Management and Business Progress Community Service Progress Accounting Progress Economic Development Progress
Arifin, Indra Welly
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health Social Sciences Other

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Journal : Accounting Progress

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Pengaruh Teknik Green Marketing terhadap Loyalitas Konsumen pada Produk Ramah Lingkungan dengan Evaluasi Teknik Penetapan Harga Hijau (Green Pricing) sebagai Variabel Mediasi Arifin, Indra Welly; Harahap, Hastuti Handayani; Rajagukguk, Frederick Rudy Sentosa
Accounting Progress Vol. 3 No. 2 (2024): Accounting Progress Edisi Desember 2024
Publisher : Sekolah Tinggi Ilmu Ekonomi Bina Karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/ap.v3i2.198

Abstract

This research is about the influence of green marketing techniques on consumer loyalty to environmentally friendly products with evaluation of green pricing techniques as a mediating variable. Through data analysis using SMART PLS, this research aims to provide a better understanding of how green marketing can influence consumer loyalty with the help of green pricing as a mediating variable. The first hypothesis is accepted that Green Pricing Techniques (Z) have an effect on Consumer Loyalty (Y). The second hypothesis is accepted that Green Marketing Techniques (X) influence Consumer Loyalty (Y). The third hypothesis is accepted that Green Marketing Techniques (X) influence Green Pricing Techniques (Z). The fourth hypothesis is accepted that Green Marketing Techniques (X) have a significant effect on Consumer Loyalty (Y) through Green Pricing Techniques (Z) as an intervening variable.
Co-Authors Ahmad Juanda Andryan, Dwi Aqil Cahyadi, Lukieto Dinata, Randy Febrianto, Vidi Harahap, Hastuti Handayani Harbain, Harbain Hutajulu, Lija Romauli Musparina, Musparina Neni Murniati Prawira, Bayu Eka Putri, Abdella Rabiula, Hafizh Rajagukguk, Frederick Rudy Sentosa Rusmewahni, Rusmewahni Sinurat, Yenni Mariani Siregar, Aisyah Syahfitri, Ayunda Tarigan, Hendri Mayanta Wijaya, M. Dian