Dampak Green Marketing, Kesadaran Lingkungan, dan Brand Image Terhadap Loyalitas Konsumen Produk Ramah Lingkungan di Yogyakarta
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Abstract
Penelitian ini bertujuan untuk menganalisis dampak green marketing, kesadaran lingkungan, dan brand image terhadap loyalitas konsumen produk ramah lingkungan di Yogyakarta. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei, melibatkan 250 responden yang merupakan konsumen produk ramah lingkungan di Yogyakarta. Data dianalisis menggunakan teknik regresi linear berganda untuk mengukur dampak masing-masing variabel bebas terhadap loyalitas konsumen. Hasil penelitian menunjukkan bahwa green marketing memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen, yang mengindikasikan bahwa strategi pemasaran berkelanjutan mampu meningkatkan keterikatan pelanggan. Kesadaran lingkungan juga berkontribusi secara signifikan terhadap loyalitas konsumen, menunjukkan bahwa semakin tinggi kesadaran individu terhadap isu lingkungan, semakin besar kemungkinan mereka untuk tetap setia terhadap merek ramah lingkungan. Selain itu, brand image yang kuat terbukti memainkan peran penting dalam membentuk loyalitas konsumen, di mana citra merek yang positif memperkuat hubungan antara konsumen dan produk ramah lingkungan. Temuan ini menegaskan bahwa perusahaan yang ingin mempertahankan loyalitas pelanggan dalam industri produk ramah lingkungan perlu mengembangkan strategi pemasaran hijau yang efektif, meningkatkan kesadaran lingkungan di kalangan konsumen, serta membangun citra merek yang kuat dan konsisten. Penelitian ini memberikan implikasi praktis bagi pelaku bisnis dalam merancang strategi pemasaran berbasis keberlanjutan serta berkontribusi terhadap pengembangan literatur mengenai perilaku konsumen dalam konteks pemasaran hijau.
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