Pengaruh Green Marketing dan Brand Awareness terhadap Loyalitas Konsumen (Studi pada Konsumen The Body Shop di Kota Medan)

Abstract

The environmental crisis that has worsened to the detriment of society has made business owners implement green marketing, green marketing is a business activity that is run with an environmentally friendly concept. Green marketing can form brand awareness, brand awareness is the potential for people to realize the existence of a brand. Green marketing and brand awareness form emotional bonds and consumer trust that affect consumer loyalty. One company that implements green marketing to form brand awareness in Indonesia is The Body Shop. This study aims to determine the effect of green marketing and brand awareness on consumer loyalty of The Body Shop in Medan city. The influence between green marketing and brand awareness will be analyzed partially and simultaneously on consumer loyalty. This research uses a quantitative approach with associative methods, using purposive sampling techniques to take samples and 96 respondents as samples. The primary data of this study were obtained by distributing questionnaires directly or through google form, while secondary data were obtained through literature studies. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results showed that the Green Marketing variable (X1) and the Brand Awareness variable (X2) had a positive and significant effect partially or simultaneously on the Consumer Loyalty variable (Y). The coefficient of determination test shows that there is a fairly close relationship between the Green Marketing variable (X1) and the Brand Awareness variable (X2) on the Consumer Loyalty variable (Y) with an R value of 0.574, through the adjusted R square value it is also known that the Green Marketing variable (X1) and the Brand Awareness variable (X2) contribute 57.4% to the Consumer Loyalty variable (Y).