THE IMPACT OF CONSUMPTION VALUE, GREEN GREEN BRAND IMAGE AND GREEN PRODUCT QUALITY TOWARD GREEN CUSTOMER SATISFACTION AND CUSTOMER LOYALTY OF ECO-FRIENDLY PRODUCT (THE STUDY OF INNISFREE BRAND IN PONTIANAK CITY)
Abstract
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh Nilai Konsumsi Hijau, Citra Merek Hijau, dan Kualitas Produk Hijau terhadap Kepuasan Pelanggan Hijau dan Loyalitas Konsumen Innisfree di Pontianak. Penelitian ini ingin memperluas eksplorasi terhadap faktor Kepuasan Pelanggan Hijau dan loyalitas konsumen hijau dalam industri produk kecantikan ramah lingkungan. Jenis penelitian ini adalah penelitian kuantitatif dengan menggunakan metode survey kepada responden yang menggunakan produk sebanyak dua kali dalam kurun waktu 6 bulan terakhir di Pontianak, Indonesia. Jumlah sampel yang diteliti adalah 100 responden. Metode analisis data menggunakan metode Structural Equation Model Partial Least Square (SEMPLS). Metode pengambilan sampel dalam penelitian ini dilakukan dengan menggunakan purposive sampling sebagai bagian dari teknik nonprobability sampling. Penelitian ini menggunakan software smartPLS 3.0.
Hasil penelitian menunjukkan bahwa Nilai Konsumsi Hijau tidak berpengaruh signifikan terhadap Kepuasan Pelanggan Hijau dan Loyalitas Konsumen, Citra Merek Hijau berpengaruh signifikan terhadap Kepuasan Pelanggan Hijau dan Loyalitas konsumen. Kualitas Produk Hijau berpengaruh signifikan terhadap Kepuasan Pelanggan Hijau tetapi tidak berpengaruh signifikan terhadap Loyalitas konsumen.
Kata kunci: Nilai Konsumsi Hijau, Citra Merek Hijau, Kualitas Produk Hijau, Kepuasan Pelanggan Hijau, Loyalitas Pelanggan.
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