THE IMPACT OF GREEN CONSUMPTION VALUE, GREEN BRAND IMAGE, AND GREEN CUSTOMER SATISFACTION, AND CUSTOMER LOYALTY OF ECO-FRIENDLY PRODUCT (THE STUDY OF INNISFREE BRAND IN PONTIANAK CITY)

Abstract

ABSTRACT

This study aims to examine the impact of Green Consumption   value, Green Brand Image, and Green Product Quality toward Green Customer Satisfaction and Customer Loyalty that use Eco-friendly personal care brand in Pontianak. With the rising demand toward sustainability product in the beauty industry which constructs many researcher to find the perspective that cause as the drivers.  In this case, this study aims to find the insight of Green Customer Satisfaction and loyalty drivers. The type ofthis research is quantitative by using a survey method with criterias Innisfree consumer which have purchased   the product more than twice in the span of past 6 months in Pontianak,  Indonesia. The total sample is 100 respondents. The data analysis method is using Structural Equation Model Partial Least Square (SEMPLS) method. The sampling method on this research was done by using purposive sampling as the part of nonprobability    sampling  technique.  This  research     is  using  smartPLS  3.0 software.

The result showed that Green Consumption Value doesn't significantly influence with Green Customer Satisfaction and Customer Loyalty, Green Brand Image significantly influence with Green Customer Satisfaction and Customer Loyalty. Green Product   Quality significantly  influence with Green Customer Satisfaction but doesn't significantly influence with Customer Loyalty.

Keywords:  Green Consumption  Value,    Green Brand Image,    Green Product

Quality,  Green Customer Satisfaction,  Customer Loyalty.