PENGARUH PENERAPAN GREEN MARKETING TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN (Survei pada Pelanggan Treatment Naavagreen Natural Skin Care Cabang Malang)

Deby Anggraini Irkhamni, Suharyono Suharyono

Abstract


This research conducted aims to know that influence of Green Marketing on Customer Satisfaction and Customer Loyalty treatment Naavagreen Natural Skin Care Malang Branch. This type of research is explanatory research with quantitative approach. Variables in this research are Green Marketing, Customer Satisfaction, and Customer Loyalty. Population in this research are customer of treatment Naavagreen Natural Skin Care Malang Branch who had done treatment in as many as two times or more and have grown (18 years). This research use 118 people as samples which are chosen by purposive sampling and use data questionnaire as data collection methods. This research also use descriptive analysis and path analysis methods to analyze the data. The results of path analysis shows that Green Marketing (X) has a significant influence to the Customer Satisfaction (Z) with the value of path coefficient 0.646 and probability 0.000 (p < 0.05), Green Marketing (X) has a significant influence to the Customer Loyalty (Y) with the value of path coefficient 0.211 and probability 0.000 (p < 0.05), and also Customer Satisfaction (Z) has a significant influence to the Customer Loyalty (Y) with the value of path coefficient 0.573 and probability 0.000 (p < 0.05).

Kеywords: Green Marketing, Customer Satisfaction, Customer Loyalty

АBSTRАK

Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh Green Marketing terhadap Kepuasan dan Loyalitas Pelanggan treatment Naavagreen Natural Skin Care Cabang Malang. Penelitian ini menggunakan explanatory research (penelitian penjelasan) dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi Green Marketing, Kepuasan Pelanggan, dan Loyalitas Pelanggaan. Populasi penelitian ini adalah seluruh pelanggan treatment Naavagreen Natural Skin Care Cabang Malang yang pernah melakukan treatment di sebanyak dua kali atau lebih dan telah dewasa (18 tahun). Sampel yang digunakan dalam penelitian ini sebanyak 118 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data dengan menggunakan angket. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil analisis jalur (path analysis) menunjukkan bahwa variabel Green Marketing (X) berpengaruh secara signifikan terhadap variabel Kepuasan Pelanggan (Z) dengan nilаi koеfisiеn jаlur sеbеsаr 0.646 dan probаbilitаs sеbеsаr 0.000 (p<0.05), variabel Green Marketing (X) berpengaruh signifikan terhadap variabel Loyalitas Pelanggan (Y) dengan nilаi koеfisiеn jаlur sеbеsаr 0.211 dan probаbilitаs sеbеsаr 0.013 (p<0.05), variabel Kepuasan Pelanggan (Z) berpengaruh signifikan terhadap Loyalitas Pelanggan (Y) dengan nilаi koеfisiеn jаlur sеbеsаr 0.573 dan probаbilitаs sеbеsаr 0.000 (p<0.05).

Kаtа Kunci: Grееn Mаrkеting, Kеpuаsаn Pеlаnggаn, Loyаlitаs Pеlаnggаn



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