Pengaruh Brand Image Dan Green Marketing Terhadap Customer Loyalty Melalui Customer Satisfaction
DOI:
https://doi.org/10.31539/costing.v7i5.10415Keywords:
Citra Merek, Pemasaran Hijau, Kepuasan Pelanggan, Loyaltas Pelanggan.Abstract
Penelitian ini menggunakan brand fashion Uniqlo sebagai objek penelitian. Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek dan green marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan. Populasi dalam penelitian ini adalah pelanggan Uniqlo yang telah melakukan pembelian lebih dari 2 kali, teknik pengambilan sampel secara tidak sengaja. Pengumpulan data dilakukan melalui kuisioner dan responden berjumlah 251 orang yang dapat diandalkan. Metode pengolahan data menggunakan PLS-SEM dengan SmartPLS 3.0.Hasil penelitian menunjukkan bahwa citra merek berpengaruh terhadap loyalitas pelanggan dengan nilai t statistik 3.3, citra merek berpengaruh terhadap kepuasan pelanggan dengan nilai t statistik 9.8, kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan dengan nilai t statistik 7.8, pemasaran hijau berpengaruh terhadap loyalitas pelanggan dengan nilai t statistik 2.6, pemasaran hijau berpengaruh terhadap kepuasan pelanggan dengan nilai t statistik 5.3, citra merek berpengaruh terhadap loyalitas pelanggan melalui pelanggan dengan nilai t statistik 6.4, pemasaran hijau berpengaruh berpengaruh terhadap loyalitas pelanggan melalui kepuasan pelanggan dengan nilai statistik t 2.7. Hal ini terlihat dari hasil pengujian hipotesis menunjukkan bahwa nilai T seluruh variabel mempunyai nilai diatas nilai yang ditentukan yaitu 1,96 dan menunjukkan adanya pengaruh signifikan variabel independen terhadap dependen juga melalui variabel mediasi, citra merek dan green marketing. berpengaruh positif baik secara parsial maupun simultan terhadap kepuasan pelanggan dan loyalitas pelanggan.
References
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Eneizan, B. M., Wahab, K. A., & Abd. Wahab, K. (2016). Effect of Green Marketing Strategy on Customer Satisfaction in Jordan. Oman Chapter of Arabian Journal of Business and Management Review, 5(9), 34–40. https://doi.org/10.12816/0027129
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Hung, chia hung. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence and Planning, 26(1), 26–42. https://doi.org/10.1108/02634500810847138
Indrasari, M. (2019). PEMASARAN DAN KEPUASAN PELANGGA. Unitomo Press.
Jacksen, Chandra, T., & Putra, R. (2021). Service Quality and Brand Image on Customer Satisfaction and Customer Loyalty At Pesonna Hotel Pekanbaru. Journal of Applied Business and Technology, 2(2), 142–153. https://doi.org/10.35145/jabt.v2i2.70
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346–351. https://doi.org/10.1108/09596110010342559
Kewakuma, A. S. V., Rofiaty, R., & Ratnawati, K. (2021). The Effect of Green Marketing Strategy on Customer Loyalty Mediated by Brand Image. JBTI : Jurnal Bisnis : Teori Dan Implementasi, 12(1), 1–11. https://doi.org/10.18196/jbti.v12i1.10691
Kirgiz, A. C. (2016). Green Marketing: A Case Study of the Sub-Industry in Turkey. palgrave. https://doi.org/10.1057/9781137535894.0001
Kotler, P., & Keller, K. L. (2006). Creating customer value, satisfaction, and loyalty. In Marketing Management.
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management (Global (ed.); 6th ed.).
Kottler, P., & Keller, K. L. (2016). A Framework for Marketing Management (sixth edition-Global Edition (6th Editio). Pearson Prentice Hall. https://digilib.ubl.ac.id/index.php?p=show_detail&id=15979
Kusumah, A., & Lee, C. (2020). DO GREEN MARKETING AND GREEN BRAND AWARENESS INFLUENCE CUSTOMER SATISFACTION? AN EMPIRICAL STUDY. V(2), 4–5.
Mintu, A. T., & Lozada, H. R. (1993). Green Marketing Education: A Call for Action. Marketing Education Review, 3(3), 17–23. https://doi.org/10.1080/10528008.1993.11488420
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(1999), 33.
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). Routledge.
Paludi, S., & Nurchorimah, S. (2021). Pengaruh Kualitas Produk dan Citra Merek terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian Sebagai Intervening. Jurnal Kajian Manajemen Bisnis, 10(2), 144–160. https://doi.org/10.24036/jkmb.11270300
Parasuraman, A. A., Zeithaml, V. A., & Berry, L. L. (1991). Refinement and reassessment of the SERVQUAL instrument. Journal of Retailing, 67(4), 420–450.
Peattite, K. (1992). Green Marketing (berilustra). pittman. https://books.google.co.id/books/about/Green_Marketing.html?id=smZqQgAACAAJ&redir_esc=y
Polonsky, M. J., & Rosenberger, P. J. (2001). Reevaluating green marketing: A strategic approach. Business Horizons, 44(5), 21–30. https://doi.org/10.1016/S0007-6813(01)80057-4
Prahalad, C. K. (2006). The Fortune at the Bottom of the Pyramid (berilustra). Pearson Prentice Hall. https://books.google.co.id/books/about/The_Fortune_at_the_Bottom_of_the_Pyramid.html?id=R5ePu1awfloC&redir_esc=y
Rangkuti, F. (2002). Measuring Customer Satisfaction: Teknik Mengukur dan Strategi Meningkatkan Kepuasan Pelanggan. PT. Gramedia Pustaka Utama. https://opac.perpusnas.go.id/DetailOpac.aspx?id=616803
Rizqiningsih, D. U., & Widodo, A. (2021). Pengaruh Green Marketing dan Service Quality terhadap Loyalitas Pelanggan dengan Customer Satisfaction sebagai Variabel Intervening (Studi Kasus di Starbucks Coffee Kota Surabaya). Jurnal Samudra Ekonomi Dan Bisnis, 12(2), 242–256. https://doi.org/10.33059/jseb.v12i2.3351
Rowley, J. (2005). Building brand webs: Customer relationship management through the Tesco Clubcard loyalty scheme. International Journal of Retail and Distribution Management, 33(3), 194–206. https://doi.org/10.1108/09590550510588361
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017a). Handbook of Market Research. In Handbook of Market Research (Issue September). https://doi.org/10.1007/978-3-319-05542-8
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017b). Partial Least Squares Structural Equation Modeling. Handbook of Market Research, September. https://doi.org/10.1007/978-3-319-05542-8
Setyorini, D., Tirtayasa, S., & Khair, H. (2023). THE EFFECT OF BRAND IMAGE AND CUSTOMER RELATIONSHIP ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION AT PRIMARY SCHOOL AL-ULUM under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Sofyan, I., & Karmela, L. F. (2023). Pengaruh Strategi Green Marketing Terhadap Kepuasan dan Loyalitas Pelanggan Mcdonald’s. Entrepreneur: Jurnal Bisnis Manajemen Dan Kewirausahaan, 4(2), 285–300. https://doi.org/10.31949/entrepreneur.v4i2.5662
Sudaryono. (2014). Perilaku Konsumen dalam Prspektif Pemasaran. Lentera Ilmu Cendekia.
Sugiono. (2018). METODE PENELITIAN MANAJEMEN (Setiyawami (ed.); 6th ed.). Alfabeta.
Susanto, A. B., & Wijanarko, H. (2004). Power branding : membangun merek unggul dan organisasi pendukungnya (Cet. 1). Quantum Bisnis & Manajemen ; Didistribusikan oleh Mizan Media Utama. https://books.google.co.id/books?id=MYVhZN_1JzYC&lpg=PP1&hl=id&pg=PP1#v=onepage&q&f=false
Thomas, B., & Tobe, J. (2013). Anticipate: Knowing What Customers Need Before They Do. Hoboken, N.J. : John Wiley & Sons.
Thurau, H., & Klee. (1997). The Impact of Customer Satisfaction and Relationship Quality on Customer Retention : A Critical Re. Psychology, 14(December 1997), 737–764.
Tjiptono, F., & Chandra, G. (2016). Service, quality dan satisfaction 4 (4th ed.). Andi. https://opac.perpusnas.go.id/DetailOpac.aspx?id=1161367
Wong, K. K.-K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1–32. https://d1wqtxts1xzle7.cloudfront.net/39627062/2013_journal_10_PLS_MB-libre.pdf?1446527592=&response-content-disposition=inline%3B+filename%3DPartial_Least_Squares_Structural_Equatio.pdf&Expires=1702011101&Signature=J7LCkmCyQWVT70I~-n01JnGhxu2Pn1AZIuQyulM
Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001.
Ajao, R., Ikechukwu, I., & Olusola, A. (2012). Is customer satisfaction an Indicator of customer loyalty? Australian Journal of Business and Management Research, 2(07), 14–20.
Buttle, F. (2000). Customer Relationship Management (2nd ed.).
Churchill, G. A., Surprenant, T., & Surprenant, C. (2013). Investigation Into Customer the Determinants of Satisfaction. Journal of Marketing Research, 19(4), 491–504. http://www.jstor.org/stable/3151722 .
Dam, S. M., & Dam, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Eneizan, B. M., Wahab, K. A., & Abd. Wahab, K. (2016). Effect of Green Marketing Strategy on Customer Satisfaction in Jordan. Oman Chapter of Arabian Journal of Business and Management Review, 5(9), 34–40. https://doi.org/10.12816/0027129
Fornell, C. (1992). Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6–21. http://www.jstor.org/stable/1252129
Friedmann, R. (1986). Psychological meaning of products: Identification and marketing applications. Psychology & Marketing, 3(1), 1–15. https://doi.org/10.1002/mar.4220030102
Griffin, J. (2005). Customer Loyalty (Y. Sumiharti, R. Medya, & wisnu c Kristianji (eds.)). Esensi. https://books.google.co.id/books?id=ixO5GxYqBbkC
Hendra, Yanti, R., Nuvriasari, audita, Harto, B., & Puspitasari, K. (2023). Green Marketing For Business (Efitra (ed.)). PT. Sonpedia Publishing Indonesia. https://www.google.co.id/books/edition/Green_Marketing_For_Business/-3i4EAAAQBAJ?hl=id&gbpv=0
Henion, & Kinnear, K. E. (1976). Ecological marketing. Grid. https://catalog.loc.gov/vwebv/search?searchCode=LCCN&searchArg=76008799&searchType=1&permalink=y
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hill, N., Roche, G., & Allen, R. (2007). Customer Satisfaction: The Customer Experience Through the Customer’s Eyes. The Leadership Factor. 314.
Hung, chia hung. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence and Planning, 26(1), 26–42. https://doi.org/10.1108/02634500810847138
Indrasari, M. (2019). PEMASARAN DAN KEPUASAN PELANGGA. Unitomo Press.
Jacksen, Chandra, T., & Putra, R. (2021). Service Quality and Brand Image on Customer Satisfaction and Customer Loyalty At Pesonna Hotel Pekanbaru. Journal of Applied Business and Technology, 2(2), 142–153. https://doi.org/10.35145/jabt.v2i2.70
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346–351. https://doi.org/10.1108/09596110010342559
Kewakuma, A. S. V., Rofiaty, R., & Ratnawati, K. (2021). The Effect of Green Marketing Strategy on Customer Loyalty Mediated by Brand Image. JBTI : Jurnal Bisnis : Teori Dan Implementasi, 12(1), 1–11. https://doi.org/10.18196/jbti.v12i1.10691
Kirgiz, A. C. (2016). Green Marketing: A Case Study of the Sub-Industry in Turkey. palgrave. https://doi.org/10.1057/9781137535894.0001
Kotler, P., & Keller, K. L. (2006). Creating customer value, satisfaction, and loyalty. In Marketing Management.
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management (Global (ed.); 6th ed.).
Kottler, P., & Keller, K. L. (2016). A Framework for Marketing Management (sixth edition-Global Edition (6th Editio). Pearson Prentice Hall. https://digilib.ubl.ac.id/index.php?p=show_detail&id=15979
Kusumah, A., & Lee, C. (2020). DO GREEN MARKETING AND GREEN BRAND AWARENESS INFLUENCE CUSTOMER SATISFACTION? AN EMPIRICAL STUDY. V(2), 4–5.
Mintu, A. T., & Lozada, H. R. (1993). Green Marketing Education: A Call for Action. Marketing Education Review, 3(3), 17–23. https://doi.org/10.1080/10528008.1993.11488420
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(1999), 33.
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). Routledge.
Paludi, S., & Nurchorimah, S. (2021). Pengaruh Kualitas Produk dan Citra Merek terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian Sebagai Intervening. Jurnal Kajian Manajemen Bisnis, 10(2), 144–160. https://doi.org/10.24036/jkmb.11270300
Parasuraman, A. A., Zeithaml, V. A., & Berry, L. L. (1991). Refinement and reassessment of the SERVQUAL instrument. Journal of Retailing, 67(4), 420–450.
Peattite, K. (1992). Green Marketing (berilustra). pittman. https://books.google.co.id/books/about/Green_Marketing.html?id=smZqQgAACAAJ&redir_esc=y
Polonsky, M. J., & Rosenberger, P. J. (2001). Reevaluating green marketing: A strategic approach. Business Horizons, 44(5), 21–30. https://doi.org/10.1016/S0007-6813(01)80057-4
Prahalad, C. K. (2006). The Fortune at the Bottom of the Pyramid (berilustra). Pearson Prentice Hall. https://books.google.co.id/books/about/The_Fortune_at_the_Bottom_of_the_Pyramid.html?id=R5ePu1awfloC&redir_esc=y
Rangkuti, F. (2002). Measuring Customer Satisfaction: Teknik Mengukur dan Strategi Meningkatkan Kepuasan Pelanggan. PT. Gramedia Pustaka Utama. https://opac.perpusnas.go.id/DetailOpac.aspx?id=616803
Rizqiningsih, D. U., & Widodo, A. (2021). Pengaruh Green Marketing dan Service Quality terhadap Loyalitas Pelanggan dengan Customer Satisfaction sebagai Variabel Intervening (Studi Kasus di Starbucks Coffee Kota Surabaya). Jurnal Samudra Ekonomi Dan Bisnis, 12(2), 242–256. https://doi.org/10.33059/jseb.v12i2.3351
Rowley, J. (2005). Building brand webs: Customer relationship management through the Tesco Clubcard loyalty scheme. International Journal of Retail and Distribution Management, 33(3), 194–206. https://doi.org/10.1108/09590550510588361
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017a). Handbook of Market Research. In Handbook of Market Research (Issue September). https://doi.org/10.1007/978-3-319-05542-8
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017b). Partial Least Squares Structural Equation Modeling. Handbook of Market Research, September. https://doi.org/10.1007/978-3-319-05542-8
Setyorini, D., Tirtayasa, S., & Khair, H. (2023). THE EFFECT OF BRAND IMAGE AND CUSTOMER RELATIONSHIP ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION AT PRIMARY SCHOOL AL-ULUM under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Sofyan, I., & Karmela, L. F. (2023). Pengaruh Strategi Green Marketing Terhadap Kepuasan dan Loyalitas Pelanggan Mcdonald’s. Entrepreneur: Jurnal Bisnis Manajemen Dan Kewirausahaan, 4(2), 285–300. https://doi.org/10.31949/entrepreneur.v4i2.5662
Sudaryono. (2014). Perilaku Konsumen dalam Prspektif Pemasaran. Lentera Ilmu Cendekia.
Sugiono. (2018). METODE PENELITIAN MANAJEMEN (Setiyawami (ed.); 6th ed.). Alfabeta.
Susanto, A. B., & Wijanarko, H. (2004). Power branding : membangun merek unggul dan organisasi pendukungnya (Cet. 1). Quantum Bisnis & Manajemen ; Didistribusikan oleh Mizan Media Utama. https://books.google.co.id/books?id=MYVhZN_1JzYC&lpg=PP1&hl=id&pg=PP1#v=onepage&q&f=false
Thomas, B., & Tobe, J. (2013). Anticipate: Knowing What Customers Need Before They Do. Hoboken, N.J. : John Wiley & Sons.
Thurau, H., & Klee. (1997). The Impact of Customer Satisfaction and Relationship Quality on Customer Retention : A Critical Re. Psychology, 14(December 1997), 737–764.
Tjiptono, F., & Chandra, G. (2016). Service, quality dan satisfaction 4 (4th ed.). Andi. https://opac.perpusnas.go.id/DetailOpac.aspx?id=1161367
Wong, K. K.-K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1–32. https://d1wqtxts1xzle7.cloudfront.net/39627062/2013_journal_10_PLS_MB-libre.pdf?1446527592=&response-content-disposition=inline%3B+filename%3DPartial_Least_Squares_Structural_Equatio.pdf&Expires=1702011101&Signature=J7LCkmCyQWVT70I~-n01JnGhxu2Pn1AZIuQyulM
Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001.
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2024-08-22
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