PENGARUH GREEN BRAND IMAGE, PACKAGING, DAN STORE ATMOSPHERE TERHADAP LOYALITAS PELANGGAN PRODUK THE BODY SHOP

ASTUTI, SUBEKTI LIDIA (2022) PENGARUH GREEN BRAND IMAGE, PACKAGING, DAN STORE ATMOSPHERE TERHADAP LOYALITAS PELANGGAN PRODUK THE BODY SHOP. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The Body Shop juga merupakan pioneer perusahaan kosmetik internasional yang menghimbau terhadap standar kosmetik untuk manusia dengan memberantas uji coba terhadap binatang. Objek penelitian ini adalah pelanggan pada produk The Body Shop. Penelitian ini dilakukan terhadap 126 responden. Sampel yang digunakan adalah purposive sampling dalam salah satu metode non probability sampling. Jenis penelitian ini adalah analisis kausal dengan pendekatan kuantitatif. Sampel pada penelitian ini sebanyak 126 pelanggan. Teknik pengumpulan data dengan menggunakan kuesioner. Metode pengumpulan data menggunakan survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan alat analisis Partial Least Square (PLS). Penelitian ini membuktikan bahwa green brand image berpengaruh positif dan signifikan terhadap loyalitas pelanggan, packaging berpengaruh positif dan signifikan terhadap loyalitas pelanggan dan store atmosphere berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Penelitian ini juga menjelaskan bahwa loyalitas pelanggan dipengaruhi model sebesar 69,9% sedangkan sisanya sebesar 55% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci: Green Brand Image, Packaging, Store Atmosphere, Loyalitas Pelanggan The Body Shop is also a pioneer of international cosmetic companies that call for cosmetic standards for humans by eradicating animal testing. The object of this research is the customers of The Body Shop products. This research was conducted on 126 respondents. The sample used is purposive sampling in one of the non probability sampling methods. This type of research is a causal analysis with a quantitative approach. The sample in this study were 126 customers. Data collection techniques using a questionnaire. Methods of data collection using a survey, with the research instrument is a questionnaire. The method of data analysis used the Partial Least Square (PLS) analysis tool. This study proves that green brand image has a positive and significant effect on customer loyalty, packaging has a positive and significant effect on customer loyalty and store atmosphere has a positive and significant effect on customer loyalty. This study also explains that customer loyalty is influenced by the model by 69.9% while the remaining 55% is influenced by other variables not examined in this study. Keywords: Green Brand Image, Packaging, Store Atmosphere, Customer Loyalty

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