Open AccessPENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN
Author(s) -
I Gusti Ayu Tara Diani Sawitri,
Gede Bayu Rahanatha
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i08.p22
Subject(s) - advertising , marketing , business , nonprobability sampling , brand image , loyalty business model , population , brand loyalty , customer satisfaction , quality (philosophy) , coffee shop , service quality , service (business) , sociology , philosophy , demography , epistemology
The study was conducted at The Body Shop in Denpasar City with a population of customers who have made repeated purchases of The Body Shop products in Denpasar City. With a sample of 100 respondents using a purposive sampling method. The results of the analysis show that the green marketing variable has a positive effect on customer loyalty and the brand image has a positive effect on customer loyalty. Suggestions that can be given to The Body Shop in Denpasar City should be to campaign more aggressively on The Body Shop program, which is bring back our bottle or recycle products so that consumers participate in maintaining the environment and are motivated to follow The Body Shop culture and improve quality that can increase high perceptions in the eyes of customers about the value and benefits derived from brand use and their satisfaction.
Keywords: green marketing, brand image, customer loyalty