THE INFLUENCE OF GREEN MARKETING AND PERCEIVED INNOVATION ON CONSUMER LOYALTY AND ENVIRONMENTAL SECURITY (CASE OF LOVE BEAUTY AND PLANET CONSUMERS IN WEST JAVA)

• Main Author: Aulia Rahmah, Fathia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57575
• Institution: Institut Teknologi Bandung

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.