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All Journal Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO)
Weda, Ni Putu Risa Sasikirana
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Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Education Social Sciences

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The Influence of Green Marketing and Green Awareness on Green Attitudinal Loyalty at Luxury Brand Pramana Weda, Ni Putu Risa Sasikirana; Witarsana, I Gusti Agung Gede; Suastini, Ni Made
Indonesian Journal of Interdisciplinary Research in Science and Technology Vol. 2 No. 11 (2024): November 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/marcopolo.v2i11.11294

Abstract

This study aims to examine the contribution of green marketing and green awareness to green attitudinal loyalty. This community service targets people who have stayed at Luxury Brand Pramana, with a sample of 100 respondents. The methods used include Multiple Linear Regression, Coefficient of Determination, t-test, and F-test. The research process was carried out over a period of 6 months starting from December 2023 to May 2024. The results of the study showed that green marketing and green awareness, both individually and together, have a significant effect on green attitudinal loyalty with an effect of 58.8%. The implication is that Luxury Brand Pramana is expected to increase promotion through advertising and social media with environmental messages, consistently apply environmentally friendly concepts, and adjust pricing policies.
Co-Authors Ni Made Suastini, Ni Made Witarsana, I Gusti Agung Gede