<![CDATA[Penelitian menggunakan pendekatan kuantitatif dengan desain kausalitas. Populasi adalah seluruh konsumen Kopi Keliling Lombok yang tidak terbatas (infinite population). Pengambilan sampel menggunakan Purposive Sampling dengan rumus Lemeshow, diperoleh 100 responden. Data dikumpulkan melalui kuesioner skala Likert 5 poin dan dianalisis menggunakan SEM-PLS dengan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa green marketing berpengaruh positif dan signifikan terhadap kepuasan pelanggan (koefisien 0,327; p-value 0,002), kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan (koefisien 0,604; p-value 0,000), dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan (koefisien 0,616; p-value 0,000). Kata Kunci: Green Marketing, Kualitas Produk, Kepuasan, Loyalitas Abstract: This study aims to analyze the influence of green marketing and product quality on customer loyalty of Kopi Keliling Lombok with satisfaction as an intervening variabel. The research employs a quantitative approach with causality design. The population is all consumers of Kopi Keliling Lombok which is infinite. Sampling used Purposive Sampling with the Lemeshow formula, obtaining 100 respondents. Data were collected through a 5-point Likert scale questionnaire and analyzed using SEM-PLS with SmartPLS 3.0. The results showed that green marketing had a positive and significant effect on customer satisfaction (path coefficient = 0.327; p-value = 0.002), product quality had a positive and significant effect on customer satisfaction (path coefficient = 0.604; p-value = 0.000), and customer satisfaction had a positive and significant effect on customer loyalty (path coefficient = 0.616; p-value = 0.000). Keywords: Green Marketing, Product Quality, Satisfaction, Loyalty]]>
Copyrights © 2026
