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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Danu Noval Ramadhoni
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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THE INFLUENCE OF GREEN MARKETING AND BRAND IMAGE ON CONSUMER LOYALTY IN SUPPORTING THE ACHIEVEMENT OF SDGS IN THE RETAIL INDUSTRY Dindin Aminudin; Abu Naim; Fachmi Al Faroqi; Ikraman; Nor Fatah Ulinnuha; Danu Noval Ramadhoni
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 7 (2025): JUNE
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i7.1035

Abstract

Awareness of environmental issues is driving the retail industry to adopt green marketing strategies as an effort to support the Sustainable Development Goals (SDGs). However, there are still issues regarding low consumer loyalty amidst intense competition and sustainability demands. This research aims to analyze the influence of green marketing and brand image on consumer loyalty in the context of achieving SDGs, specifically in the retail industry of Tangerang Regency.This research uses a quantitative approach with 200 respondents selected thru purposive sampling. Data was collected thru Likert-scale questionnaires and analyzed using multiple linear regression via SPSS. The analysis results show that green marketing has a significant positive effect on consumer loyalty with a coefficient of 0.412 and a significance value of 0.000 (p < 0.05), contributing 41.2% of the influence. Brand image also has a significant positive effect with a coefficient of 0.368 and a significance value of 0.000 (p < 0.05), contributing 36.8%. Simultaneously, both variables explain 62.5% of the variation in consumer loyalty (R² = 0.625). This finding indicates that consistent implementation of green marketing and building a brand image aligned with sustainability values can significantly increase consumer loyalty and support the achievement of SDGs in the retail sector.
THE ROLE OF HUMAN RESOURCE QUALITY AND PRODUCTION TECHNOLOGY ON THE OPERATIONAL COMPETITIVENESS OF MSMES IN TANGERANG REGENCY WITH MARKET ADAPTABILITY AS A MEDIATING VARIABLE Nirfison; Abu Naim; Rahman Soesilo; Purwani Husodo; Ervina Yennie Permananingrum; Danu Noval Ramadhoni
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i10.1203

Abstract

MSMEs in Tangerang’s Regency has a crucial role in boosting local economic growth, but it also has challenges in boosting operational competitiveness in a dynamic marketplace. This study aims to analyse the impact of Human Resource Management (HRM) quality and production technology on MSMEs operational day, using market flexibility as a mediating variable. This study employs a quantitative approach using the Structural Equation Modelling (SEM) method based on SmartPLS. File is gathered through questionnaires given to 200 MSMEs participants in the Tangerang province. The results of the data analysis indicate that SDM quality has a positive and significant impact on market adaptability (t-statistik = 6,134; p < 0,001) and operational daya saing (t-statistik = 5,221; p < 0,001). Additionally, production technology has a significant impact on market adaptability (t-statistik = 4,987; p < 0,001) and operational competitiveness (t-statistik = 4,653; p < 0,001). The market's ability to adapt significantly demonstrates the relationship between the two bebas variables and the day-to-day operations of MSMEs (t-statistik = 3,874; p < 0,001).This study highlights the importance of Human Resource development and adaptable production technology for the market in boosting MSMEs competitiveness in Tangerang province.
Co-Authors Abu Naim Dindin Aminudin Ervina Yennie Permananingrum FACHMI AL FAROQI Ikraman Nirfison Nor Fatah Ulinnuha Purwani Husodo Soesilo, Rahman