THE EFFECT OF SUSTAINABLE MARKETING ACTIVITIES, CUSTOMER TRUST, CUSTOMER SATISFACTION, PRODUCT QUALITY, PRICE ON CUSTOMER LOYALTY MEDIATED BY BRAND IMAGE (RESEARCH ON UMKM IN BATAM CITY)

Fasha, Andina
Louis, Celwin
Gitty Ramadani, Arienda

Journal of Global Business and Management Review
Vol. 7 No. 1 (2025): Journal of Global Business and Management Review

This study examines the impact of sustainable marketing activities. Customer trust, satisfaction, product quality and price-to-customer loyalty among MSMEs in Batam, with data collected from 311 respondents representing various demographic groups. Using a purposive sampling technique with brand image as the central variable. The research uses a quantitative analytical approach through structural equation modeling (SEM) using Smart-PLS. The main findings reveal a significant positive impact of sustainable marketing activities. Customer trust and satisfaction with brand image while brand image significantly increases customer loyalty. Product quality shows a direct positive impact on loyalty. Meanwhile, price does not significantly affect loyalty. The study concludes that developing sustainable marketing and promoting a strong brand image are important strategies for MSMEs to build long-term customer loyalty.