PENGARUH GREEN MARKETING, GREEN BRAND IMAGE, DAN GREEN KNOWLEDGE TERHADAP KEPUASAN PELANGGAN PRODUK CLEO ECO GREEN DI WILAYAH SURABAYA
Keywords:
Green Marketing, Green brand image, and Green Knowledge
Abstract
The purpose of this study was to determine the effect of green marketing, green brand image, and green knowledge on customer satisfaction for Cleo Eco Green products in the Surabaya area. The population in this study were all customers who had purchased Cleo Eco Green products in Surabaya. The sample consisted of 124 respondents who had purchased Cleo Eco Green products with more than 3 purchases. The sampling technique used purposive sampling. The data collection technique uses an online questionnaire via the Google form. Data analysis used multiple linear regression analysis processed with SPSS 20. The results of this study prove that there is an influence of green marketing, green brand image, and green knowledge on customer satisfaction for Cleo Eco Green products in the Surabaya area.
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Kotler dan Keller, (2018). Pengaruh Pemasaran Hijau Terhadap Citra Merek Dan Keputusan Membeli Air Mineral Ades. Prosiding Seminar Nasional Dan Call For Paper Ekonomi Dan Bisnis, 2017, 348–352.
Li, X. G., Wang, X., & Cai, Y. J. (2011). Corporate-, product-, and user-image dimensions and purchase intentions: The mediating role of cognitive and affective attitudes. Journal of Computers, 6(9), 1875–1879. https://doi.org/10.4304/jcp.6.9.1875-1879
Limakrisna & Ali, (2017). IMPLIKASI GREEN BRAND IMAGE, GREEN SATISFACTION DAN GREEN TRUST TERHADAP LOYALITAS PELANGGAN (Studi Kasus Pada Konsumen AMDK Galon Merk AQUA di Wilayah Serpong Utara). Jurnal Manajemen, 20(1), 19. https://doi.org/10.24912/jm.v20i1.63
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Priadana & Sunarsi, (2021). Metode Penelitian Kuantitatif. In Nucl. Phys. (Vol. 13, Issue 1).
Rajeshkhumar, (2017). Pengaruh Green Marketing Dan Packaging Terhadap Brand Image Dan Loyalitas Pelanggan Pada Konsumen Starbucks Coffee. E-Jurnal Manajemen Universitas Udayana, 6(7), 250817.
Steven, & Pratiwi, R. (2020). Pengaruh Green Marketing, Green Brand Image, Packaging, Nilai Pelanggan Terhadap Kepuasan Serta Dampaknya Pada Loyalitas (Survey Pada Pelanggan Starbucks di Kota Pontianak). Jurnal Produktivitas: Jurnal …, 7(2), hlm. 189-195. www.openjurnal.unmuhpnk.ac.id/index.php/jp%0Ahttp://openjurnal.unmuhpnk.ac.id/index.php/jp/article/viewFile/2196/1532
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Zaky dan Purnami, (2020). Green Marketing MIX Berpengaruh Terhadap Keputusan Pembelian Porduk Big Tree Farms di Lotus Food Services. 9(2), 1–23.
Blackwell, Miniard, Engel, dan S. (2019). Green Product : Pengaruh Pengetahuan Produk, Pengetahuan Pembelian dan Pengetahuan Pemakaian terhadap Keputusan Pembelian. Jurnal Intekna, 19(1), 1–68. https://editorial.femaledaily.com/blog/2019/07/22/4-alasan-produk-eco-friendly-lebih-mahal
Boztepe, (2012). Pengaruh Green Marketing dan Pengetahuan terhadap Keputusan Pembelian Kopi Starbucks di Pulau Jawa. Tirtayasa Ekonomika, 16(2), 362. https://doi.org/10.35448/jte.v16i2.11714
Cahyanti, N. P. I., & Ekawati, N. W. (2021). Green Trust Memediasi Green Perceived Value Dan Green Perceived Risk Terhadap Green Repurchase Intention. E-Jurnal Manajemen Universitas Udayana, 10(12), 1325. https://doi.org/10.24843/ejmunud.2021.v10.i12.p04
Chen, Y.-S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93, 307–319. https://doi.org/10.1007/s10551-009-0223-9
Chen, Y. S., Lin, C. Y., & Weng, C. S. (2015). The influence of environmental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality. Sustainability (Switzerland), 7(8), 10135–10152. https://doi.org/10.3390/su70810135
Ferrel, (2016). Pengaruh Green Marketing Dan Brand Image Terhadap Loyalitas Pelanggan. E-Jurnal Manajemen Universitas Udayana, 8(8), 5267. https://doi.org/10.24843/ejmunud.2019.v08.i08.p22
Fida et al.,Malau, (2017). 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
George, (2018). Analisis Dampak Penciptaan Brand Image Dan Aktifitas Word of Mouth (Wom) Pada Penguatan Keputusan Pembelian Produk Fashion. Jurnal Nusantara Aplikasi Manajemen Bisnis, 3(1), 14. https://doi.org/10.29407/nusamba.v3i1.12026
Ghozali. (2018). BAB III METODE PENELITIAN 3.1. Gambaran Umum Objek Penelitian. 82–96.
Grant, 2007. (2015). Pengaruh Green Marketing Terhadap Kepuasan Pelanggan Produk Kosmetik Merek The Body Shop (Studi pada Mahasiswi Jurusan Manajemen Bisnis di Politeknik Negeri Batam yang Menggunakan Produk Kosmetik Merek The Body Shop). Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 3(2), 120–127.
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behaviour: Building marketing strategies. In McGraw-Hill. www.mhhe.com
Irawan. (2013). Kualitas Produk, Kepuasan Pelayanan Terhadap Tingkat Kepuasan. Journal of Chemical Information and Modeling, 53(9), 10.
Irkhamni, D. A. (2017). PENGARUH PENERAPAN GREEN MARKETING TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN (Survei pada Pelanggan Treatment Naavagreen Natural Skin Care Cabang Malang). Jurnal Administrasi Bisnis, 50(3), 33–39.
Jambeck, (2017). Identifikasi dan Perbandingan Kelimpahan Sampah Plastik Berdasarkan Ukuran pada Sedimen di Beberapa Pantai Kabupaten Pasuruan, Jawa Timur. Jurnal Ilmu Lingkungan, 18(2), 375–383. https://doi.org/10.14710/jil.18.2.375-383
Kanchanapibul, (2020). Pengaruh Green Product Knowledge, Green Trust Dan Perceived Price Terhadap Green Purchase Intention Konsumen Amdk Merek Aqua Dengan Botol 100% Recycled. Jurnal Administrasi Bisnis, 16(2), 174–184. https://doi.org/10.26593/jab.v16i2.4261.174-184
Kant, (2017). Peran Mediasi Customer Satisfaction dalam Customer Experience Dan Loyalitas Pelanggan. Jurnal Bisnis Dan Manajemen, 7(2), 171–184. https://doi.org/10.26905/jbm.v7i2.4795
Kotler, (2009). Analisis Green Produk, Green Marketing dan Green Knowladge di Kota Semarang. 06(01), 515–525.
Kotler dan Amstrong, (2018). Pengaruh Kualitas Produk, Kepuasan Harga dan Pemasaran Hijau terhadap Kepuasan Pelanggan Mobil Lcgc Toyota Agya. Jurnal Manajemen Bisnis, 21(3), 165–186.
Kotler dan Keller, (2018). Pengaruh Pemasaran Hijau Terhadap Citra Merek Dan Keputusan Membeli Air Mineral Ades. Prosiding Seminar Nasional Dan Call For Paper Ekonomi Dan Bisnis, 2017, 348–352.
Li, X. G., Wang, X., & Cai, Y. J. (2011). Corporate-, product-, and user-image dimensions and purchase intentions: The mediating role of cognitive and affective attitudes. Journal of Computers, 6(9), 1875–1879. https://doi.org/10.4304/jcp.6.9.1875-1879
Limakrisna & Ali, (2017). IMPLIKASI GREEN BRAND IMAGE, GREEN SATISFACTION DAN GREEN TRUST TERHADAP LOYALITAS PELANGGAN (Studi Kasus Pada Konsumen AMDK Galon Merk AQUA di Wilayah Serpong Utara). Jurnal Manajemen, 20(1), 19. https://doi.org/10.24912/jm.v20i1.63
Norazh, (2016). Pengaruh Pemasaran Hijau, Citra Merek Dan Pengetahuan Lingkungan Terhadap Keputusan Pembelian. Jurnal Manajemen Bisnis Krisnadwipayana, 7(1), 50–59. https://doi.org/10.35137/jmbk.v7i1.269
Priadana & Sunarsi, (2021). Metode Penelitian Kuantitatif. In Nucl. Phys. (Vol. 13, Issue 1).
Rajeshkhumar, (2017). Pengaruh Green Marketing Dan Packaging Terhadap Brand Image Dan Loyalitas Pelanggan Pada Konsumen Starbucks Coffee. E-Jurnal Manajemen Universitas Udayana, 6(7), 250817.
Steven, & Pratiwi, R. (2020). Pengaruh Green Marketing, Green Brand Image, Packaging, Nilai Pelanggan Terhadap Kepuasan Serta Dampaknya Pada Loyalitas (Survey Pada Pelanggan Starbucks di Kota Pontianak). Jurnal Produktivitas: Jurnal …, 7(2), hlm. 189-195. www.openjurnal.unmuhpnk.ac.id/index.php/jp%0Ahttp://openjurnal.unmuhpnk.ac.id/index.php/jp/article/viewFile/2196/1532
Sugiyono, D. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan Tindakan.
Wahyuningtias, L., & Artanti, Y. (2020). Pengaruh Green Brand Positioning Dan Green Brand Knowledge Terhadap Green Purchase Intention Melalui Sikap Pada Green Brand Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(2), 320. https://doi.org/10.24912/jmieb.v4i2.8205
Zaky dan Purnami, (2020). Green Marketing MIX Berpengaruh Terhadap Keputusan Pembelian Porduk Big Tree Farms di Lotus Food Services. 9(2), 1–23.
Published
2023-12-31
How to Cite
Savitri, S., & Marlena, N. (2023). PENGARUH GREEN MARKETING, GREEN BRAND IMAGE, DAN GREEN KNOWLEDGE TERHADAP KEPUASAN PELANGGAN PRODUK CLEO ECO GREEN DI WILAYAH SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 11(3), 207-215. https://doi.org/10.26740/jptn.v11n2.p207-217
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