Pengaruh Trust dan Green Marketing Terhadap Loyalitas Pelanggan Pada PO. Gunung Harta di Kabupaten Bangkalan

Basori, Achmad Risal (2025) Pengaruh Trust dan Green Marketing Terhadap Loyalitas Pelanggan Pada PO. Gunung Harta di Kabupaten Bangkalan. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Customer loyalty is a key factor in maintaining the desire of transportation service businesses amidst increasingly tight competition. This study aims to analyze the effect of trust and green marketing on customer loyalty in public transportation service, with a case study at PO. Gunung Harta in Bangkalan Regency. This study uses a quantitative approach with purposive sampling method, involving 83 respondents who are users of the service more than twice a year. The data analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software. The results of the study indicate that trust has a positive and significant effect on customer loyalty. Likewise, green marketing has a positive and significant effect on customer loyalty. These findings indicate that customer trust in service and the implementation of environmentally friendly marketing strategies play an important role in building and maintaining customer loyalty. Therefore, transportation companies are advised to continue to increase customer trust through transparent, safe and consistent service, as well as implementing sustainable green marketing practice.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Supriyono, Supriyono	NIDN0726066102	supriyono.ma@upnjatim.ac.id
Thesis advisor	Sholihah, Dewi Deniaty	NIDN0022029108	dewi_deniaty.mnj@upnjatim.ac.id

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

ACHMAD RISAL BASORI

Date Deposited:

11 Jul 2025 01:26

Last Modified:

11 Jul 2025 01:26

URI:

https://repository.upnjatim.ac.id/id/eprint/39373