BRAND IMAGE SEBAGAI VARIABEL MEDIATOR PENGARUH GREEN MARKETING TERHADAP LOYALITAS KONSUMEN; KAJIAN EMPIRIS SEBUAH COFFEESHOP GLOBAL DI KOTA BANDUNG

Firdaus, Rani Fadilah
Akhmad Yunani

JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)
Vol 11 No 1 (2024): JMBI UNSRAT Volume 11 Nomor 1

This study aims to investigate the relationship between green marketing, brand image, and consumer loyalty. Using 255 respondents in Bandung, the results show that green marketing has a positive and significant effect on consumer loyalty, while brand image acts as a mediator variable in this relationship. The results show that green marketing strategies that focus on environmental aspects and brand image can increase consumer loyalty to a brand. This study provides insights for businesses to develop effective green marketing strategies that can increase consumer loyalty and improve their brand image.