Adibah, Dhiya' Ayu (2024) Pengaruh Green Product dan Brand Image Terhadap Customer Loyalty Melalui Customer Satisfaction Sebagai Variabel Intervening (Studi Pada Konsumen Produk Oriflame di Surabaya). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
This research aims to determine and analyze the influence of green products on customer satisfaction, the influence of brand image on customer satisfaction, the influence of green products on customer loyalty, the influence of brand image on customer loyalty, the influence of customer satisfaction on customer loyalty, the influence of green products on customer loyalty through customers. Satisfaction and the Influence of Brand Image on Customer Loyalty Through Customer Satisfaction among Oriflame Product Consumers in Surabaya. The population in this research is Oriflame Product Consumers in Surabaya. The sample used was 100 taken using purposive sampling technique. Data analysis in this research used SEM-PLS with SmartPLS software version 4.0. The results of this research show that the Green Product variable (X1) has a significant effect on Customer Satisfaction (Z) with a t-statistic value > 1.98 of 4.173 and a p-value < 0.05 of 0.000. The Brand Image variable (X2) has a significant effect on Customer Satisfaction (Z) with a t-statistic value > 1.98 of 3.581 and a p-value < 0.05 of 0.000. In the Green Product variable (X1) there is no influence and is not significant on Customer Loyalty (Y) with a t-statistic value < 1.98 of 0.693 and p-values > 0.05 of 0.488. On the Brand Image variable (X2) it has a significant effect towards Customer Loyalty (Y) with a t-statistic value > 1.98 of 3.162 and a p-value < 0.05 of 0.002. The Customer Satisfaction (Z) variable has a significant effect on Customer Loyalty (Y) with a t-statistic value > 1.98 of 4.368 and a p-value < 0.05 of 0.000. The Green Product variable (X1) has a significant effect on Customer Loyalty (Y) through Customer Satisfaction (Z) with a t-statistic value > 1.98 of 2.965 and a p-value < 0.05 of 0.003. The Brand Image variable (X2) has a significant effect on Customer Loyalty (Y) through Customer Satisfaction (Z) with t-statistics > 1.98 of 2.731 and p-values < 0.05 of 0.006. Keywords : Green Products, Brand Image, Customer Satisfaction, Customer Loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Dhiya' Ayu Adibah | ||||||||
| Date Deposited: | 20 Mar 2024 06:29 | ||||||||
| Last Modified: | 20 Mar 2024 06:29 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21514 |
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