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PENGARUH GREEN BRANDING TERHADAP CUSTOMER LOYALTY MELALUI PERCEIVED VALUE PADA KONSUMEN FORE COFFEE DI KOTA BANDUNG
Penelitian ini bertujuan untuk mengetahui pengaruh green branding terhadap customer loyalty dengan mempertimbangkan peran perceived value sebagai variabel mediasi. Latar belakang penelitian ini berangkat dari meningkatnya kesadaran konsumen terhadap isu lingkungan dan pentingnya strategi pemasaran hijau dalam membangun loyalitas merek, khususnya di industri makanan dan minuman. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian deskriptif dan verifikatif melalui metode explanatory survey. Data primer diperoleh dari 387 konsumen Fore Coffee di Kota Bandung yang dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan software AMOS versi 23. Hasil penelitian menunjukkan bahwa green branding berpengaruh positif dan signifikan terhadap perceived value, dan secara langsung maupun tidak langsung berpengaruh signifikan terhadap customer loyalty. Temuan ini juga memperlihatkan bahwa perceived value berperan sebagai mediator parsial dalam hubungan antara green branding dan customer loyalty. Dengan demikian, semakin tinggi persepsi konsumen terhadap nilai dari upaya keberlanjutan merek, maka semakin besar kemungkinan mereka untuk tetap loyal terhadap merek tersebut. Penelitian ini memberikan kontribusi praktis bagi pelaku usaha, khususnya dalam merancang strategi pemasaran berorientasi lingkungan yang tidak hanya menciptakan citra positif, tetapi juga memperkuat keterikatan konsumen terhadap merek secara jangka panjang. This study aims to examine the effect of green branding on customer loyalty by considering the mediating role of perceived value. The research is driven by growing consumer awareness of environmental issues and the increasing importance of green marketing strategies in building brand loyalty, particularly in the food and beverage industry. A quantitative approach was employed, using a descriptive and verification design through an explanatory survey method. Primary data were collected from 387 consumers of Fore Coffee in Bandung City, selected through purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) with software of AMOS version 23. The findings reveal that green branding has a positive and significant influence on perceived value, and both green branding and perceived value have a direct and significant impact on customer loyalty. The results also indicate that perceived value partially mediates the relationship between green branding and customer loyalty. This suggests that the stronger the consumer’s perception of value regarding a brand’s sustainability efforts, the greater the likelihood of their continued loyalty to the brand. The study offers practical implications for business practitioners, particularly in designing environmentally oriented marketing strategies that not only build a positive brand image but also strengthen long-term consumer attachment and loyalty. Keywords: Green Branding, Perceived Value, Customer Loyalty
KODEPRODI93201#Manajemen Pemasaran Pariwisata_S1, Universitas Pendidikan Indonesia
PENGARUH GREEN BRANDING TERHADAP CUSTOMER LOYALTY MELALUI PERCEIVED VALUE PADA KONSUMEN FORE COFFEE DI KOTA BANDUNG (Text)
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HF Commerce
L Education (General)