<![CDATA[Penelitian ini bertujuan menganalisis peran green trust sebagai variabel mediasi dalam pengaruh green product, green perceived quality, dan brand image terhadap customer loyalty. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 290 responden. Data dikumpulkan menggunakan kuesioner skala Likert lima poin dan dianalisis dengan Structural Equation Modeling (SEM) menggunakan LISREL. Hasil analisis yang diberikan menunjukkan bahwa green product berpengaruh positif dan signifikan terhadap green trust (β = 0,62; t = 8,45), green perceived quality berpengaruh positif dan signifikan terhadap green trust (β = 0,71; t = 9,12), dan brand image memberikan pengaruh positif dan signifikan terbesar terhadap green trust (β = 0,83; t = 11,05). Selanjutnya, green trust berpengaruh positif dan signifikan terhadap customer loyalty (β = 0,88; t = 12,33). Nilai R² yang dilaporkan sebesar 0,76 menunjukkan daya jelaskan model yang kuat terhadap konstruk endogen yang dianalisis. Berdasarkan hasil mediasi yang diberikan, green trust dinyatakan berperan sebagai full mediation dalam hubungan variabel independen dengan customer loyalty. Temuan ini menegaskan bahwa loyalitas konsumen terhadap produk ramah lingkungan tidak hanya dibangun oleh atribut produk, persepsi kualitas, dan citra merek, tetapi terutama melalui kepercayaan konsumen terhadap komitmen lingkungan merek. This study aims to examine the mediating role of green trust in the effects of green product, green perceived quality, and brand image on customer loyalty. A quantitative survey approach was employed involving 290 respondents. Data were collected using a five-point Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM) with LISREL. The reported results show that green product has a positive and significant effect on green trust (β = 0.62; t = 8.45), green perceived quality has a positive and significant effect on green trust (β = 0.71; t = 9.12), and brand image has the strongest positive and significant effect on green trust (β = 0.83; t = 11.05). Green trust also has a positive and significant effect on customer loyalty (β = 0.88; t = 12.33). The reported R² value of 0.76 indicates strong explanatory power for the endogenous construct analyzed. Based on the mediation result supplied for this study, green trust is identified as a full mediator in the relationship between the independent variables and customer loyalty. The findings indicate that customer loyalty toward environmentally friendly products is shaped not only by product attributes, perceived quality, and brand image, but particularly by consumers' trust in the brand's environmental commitment.]]>
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