PENGARUH PEMASARAN HIJAU DAN KEAKRABAN MEREK TERHADAP LOYALITAS PELANGGAN: Survei terhadap member Oriflame di Indonesia

    Diah Fauziah, - (2024) PENGARUH PEMASARAN HIJAU DAN KEAKRABAN MEREK TERHADAP LOYALITAS PELANGGAN: Survei terhadap member Oriflame di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk memperoleh gambaran dan besaran pengaruh Pemasaran hijau dan Keakraban merek terhadap Loyalitas pelanggan (survei terhadap member Oriflame di Indonesia). Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 300.000 dengan sampel 348 responden yang merupakan member Oriflame di Indonesia dengan menggunakan teknik pengambilan sampel yaitu simple random sampling. Data diolah secara statistik dengan menggunakan analisis regresi linier berganda dengan bantuan software SPSS 26.0 for Windows. Hasil temuan pada penelitian ini menemukan bahwa pemasaran hijau,keakraban merek dan loyalitas pelanggan berada pada kategori cukup baik. Pemasaran hijau dan keakraban merek memiliki pengaruh positif dan signifikan terhadap Loyalitas pelanggan. Temuan ini menunjukkan bahwa penerapan pemasaran hijau dan keakraban merek dapat membangun loyalitas pelanggan pada member Oriflame di Indonesia.

    This research aims to obtain an overview and magnitude of the influence of green marketing and brand familiarity on customer loyalty (survey of Oriflame members in Indonesia). The type of research used is descriptive and verification with a quantitative approach. The population in this study was 300,000 with a sample of 348 respondents who were Oriflame members in Indonesia using a sampling technique, namely simple random sampling. The data was processed statistically using multiple linear regression analysis with the help of SPSS 26.0 for Windows software. The findings in this research found that green marketing, brand familiarity and customer loyalty were in the quite good category. Green marketing and brand familiarity have a positive and significant influence on customer loyalty. These findings show that the application of green marketing and brand familiarity can build customer loyalty among Oriflame members in Indonesia.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=id&authuser=1 ID SINTA Dosen Pembimbing : Dian H Utama: 5993184 Dita Amanah: 5976422
    Uncontrolled Keywords: Pemasaran Hijau,Keakraban Merek,Loyalitas Pelanggan. Green Marketing, Brand Familiarity, Customer Loyalty.
    Subjects: H Social Sciences > HF Commerce
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
    Depositing User: Diah Fauziah
    Date Deposited: 24 Sep 2024 05:45
    Last Modified: 24 Sep 2024 05:45
    URI: http://repository.upi.edu/id/eprint/125740

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