THE INFLUENCE OF GREEN MARKETING AND PERCEIVED INNOVATION ON CONSUMER LOYALTY AND ENVIRONMENTAL SECURITY (CASE OF LOVE BEAUTY AND PLANET CONSUMERS IN WEST JAVA)
Green marketing is one of the efforts made by a business actor with the aim of providing environmentally friendly products for target consumers, one of which is for skincare companies. One brand that uses the concept of caring for the environment is Love Beauty and Planet. Love Beauty and Planet...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/57575 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Green marketing is one of the efforts made by a business actor with the aim of providing
environmentally friendly products for target consumers, one of which is for skincare
companies. One brand that uses the concept of caring for the environment is Love Beauty and
Planet. Love Beauty and Planet has a variety of innovations carried out with the aim of
providing benefits to consumers and in particular also to the environment. So this research
was conducted for the purpose of knowing the effect of green marketing and perceived
innovation on consumer loyalty and environmental safety and knowing the effectiveness of
consumer loyalty variables in mediating green marketing and perceived innovation variables
on environmental safety. The method used to analyze the effect of the independent variables
(green marketing and perceived innovation), the intervening variable (consumer loyalty) and
the dependent variable (environmental security) using SEM (Structural Equation Modeling)
with AMOS software version 26.0. The results of hypothesis testing from SEM are used to
compare the initial hypothesis with the value of the hypothesis test results. Then the value of
the standardize direct effect and standardize indirect effect can determine the effectiveness of
the consumer loyalty variable in mediating the green marketing and perceived innovation
variables. The results showed that the green marketing variable had an effect on consumer
loyalty and environmental safety. This happens because the green marketing and innovation
efforts made by the company based on consumer perceptions are categorized as very good
(70.37%) and good (14.07%). The perceived innovation variable affects environmental
security through consumer loyalty. That is, product innovation perceived by consumers causes
consumer loyalty and ultimately affects environmental safety.
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