The influence of green brand image and green perceived quality towards green loyalty through green satisfaction as an intervening variable for LG consumers in Semarang city
Master Of Business Administration, University of Diponegoro, Semarang, Indonesia.
Research Article
World Journal of Advanced Research and Reviews, 2024, 22(02), 1853–1864
Article DOI: 10.30574/wjarr.2024.22.2.1503
Publication history:
Received on 07 April 2024; revised on 15 May 2024; accepted on 17 May 2024
Abstract:
The research aims to prove and analyze the influence of green brand image and green perceive quality on the green loyalty of LG brand environmentally friendly AC consumers in Semarang city, mediated by green satisfaction. The research sample was 100 consumers of LG electronics products taken using purposive sampling techniques. Data was obtained use questionnaire and documentation. The research instrument uses a 5-Point Likert scale. The data analysis tool uses Smart PLS. This research concludes that Green Brand Image influence Green Satisfaction positively and significantly; Green Satisfaction influences Green Loyalty positively and significantly; Green Satisfaction significantly mediate influence Green Brand Image and Green Perceived Quality on Green Loyalty.\
Keywords:
Green Brand Image; Green Perceived Quality; Green Loyalty; Green Satisfaction
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