<![CDATA[This study examines the effects of eco-advertising, eco-labeling, eco-packaging, and social media marketing on brand loyalty, with brand image serving as a mediating variable among QSR consumers in Batam City, Indonesia. A causal explanatory research design was employed using a quantitative survey of 486 consumers. Data were collected through a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that the proposed green marketing dimensions and social media marketing contribute to the formation of brand image and brand loyalty, with brand image functioning as a significant partial mediator in the relationship between the marketing practices and brand loyalty. These findings suggest that consumers’ loyalty toward QSR brands is shaped not only by direct marketing stimuli but also by the brand perceptions developed through environmentally oriented communication and digital engagement. The study contributes to the sustainable marketing and consumer behavior literature by integrating eco-marketing and social media marketing within a unified framework for explaining brand loyalty in the QSR sector. The findings also provide practical implications for QSR managers by emphasizing the importance of credible eco-advertising, meaningful environmental labeling and packaging, and relevant social media strategies to strengthen brand image and foster loyalty across Generation X, Millennials, and Generation Z consumers. Keywords: Eco Marketing; Social Media Marketing; Brand Image; Brand Loyalty; Quick Service Restaurant; PLS-SEM]]>
Copyrights © 2026
