Azzahra, Nastasya Uyun Siti (2024) Pengaruh Green Marketing, Kualitas Produk Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Produk Garnier Pembersih Wajah (Studi Pada Pelanggan di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapidly increasing development of the cosmetics industry has resulted in increasingly tight competition in the cosmetics business. Maintaining customer loyalty is certainly a challenge for the cosmetics industry to maintain business continuity. This research aims to explain the influence of green marketing, product quality and customer satisfaction on Garnier facial cleanser customer loyalty in the city of Surabaya. This research uses quantitative research methods. The population of this study are customers who have used or repurchased Garnier facial cleansing products more than once. The sample used was 150 respondents using purposive sampling technique. The data collection technique uses the questionnaire distribution method. And the data was processed using SPSS with the multiple linear regression analysis testing method. The results of the F test show that simultaneously the independent variables green marketing, product quality and customer satisfaction have a significant effect on customer loyalty. Meanwhile the t test results show empirical evidence that; a) partially the green marketing variable (X1) and customer satisfaction variable (X3) have a positive and significant effect on customer loyalty (Y); b) partially the product quality variable (X2) has a positive but not significant effect on customer loyalty (Y). Keywords : Green Marketing, Product Quality, Customer Satisfaction.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | S.AB Nastasya Uyun Siti Azzahra | ||||||||
| Date Deposited: | 20 Mar 2024 07:31 | ||||||||
| Last Modified: | 20 Mar 2024 07:31 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21515 |
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