HASBIAWAN, CANDRA (2025) PERAN GREEN PRODUCT DAN GREEN PRICE MEMPENGARUHI LOYALITAS CUSTOMER MEDIASI KEPUASAN KONSUMEN MENUJU SUSTAINABILITY (STUDI PADA KONSUMEN SARI ROTI DI JABODETABEK). S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan menganalisis pengaruh Green Product dan Green Price terhadap Loyalitas Konsumen, dengan Kepuasan Konsumen sebagai variabel mediasi menuju Sustainability. Objek penelitian adalah konsumen Sari Roti di wilayah Jabodetabek. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik analisis Partial Least Square–Structural Equation Modeling (PLS- SEM) berbantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Green Product dan Green Price berpengaruh positif signifikan terhadap Kepuasan Konsumen dan Loyalitas Konsumen. Selain itu, Kepuasan Konsumen terbukti memediasi hubungan Green Product dan Green Price terhadap Loyalitas Konsumen, serta memberikan kontribusi terhadap Sustainability. Temuan ini menegaskan pentingnya strategi pemasaran hijau dalam memperkuat loyalitas pelanggan sekaligus mendukung keberlanjutan bisnis di industri roti kemasan. This study aims to analyze the effect of Green Product and Green Price on Customer Loyalty, with Consumer Satisfaction as a mediating variable toward Sustainability. The research focuses on Sari Roti consumers in the Jabodetabek area. A quantitative approach was applied using Partial Least Square–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The findings reveal that Green Product and Green Price significantly and positively influence Consumer Satisfaction and Customer Loyalty. Furthermore, Consumer Satisfaction mediates the relationship between Green Product and Green Price toward Customer Loyalty, and contributes to Sustainability. These results emphasize the crucial role of green marketing strategies in strengthening customer loyalty while supporting business sustainability in the packaged bread industry.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55123120021 |
| Uncontrolled Keywords: | Green Product, Green Price, Consumer Satisfaction, Customer Loyalty, Sustainability Green Product, Green Price, Kepuasan Konsumen, Loyalitas Konsumen, Sustainability |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 28 Mar 2026 03:45 |
| Last Modified: | 28 Mar 2026 03:45 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101742 |
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