AFANDI, FAIZ ZAINOL LUTJI (2025) ANALISIS PENGARUH GREEN BRANDING, GREEN PERCEIVED VALUE DAN ENVIRONMENTAL CONCERN TERHADAP CONSUMER LOYALTY DENGAN MODERASI GREEN TRUST BUS LISTRIK PADA TRANSJAKARTA. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Cover)
55123120020-FAIZ ZAINOL LUTJI AFANDI-01 COVER - Faiz Zainol Lutji Afandi (Faiz).pdf Download (708kB) |
|
Text (BAB I)
55123120020-FAIZ ZAINOL LUTJI AFANDI-02 Bab 1 - Faiz Zainol Lutji Afandi (Faiz).pdf Restricted to Registered users only Download (211kB) |
|
Text (BAB II)
55123120020-FAIZ ZAINOL LUTJI AFANDI-03 Bab 2 - Faiz Zainol Lutji Afandi (Faiz).pdf Restricted to Registered users only Download (311kB) |
|
Text (BAB III)
55123120020-FAIZ ZAINOL LUTJI AFANDI-04 Bab 3 - Faiz Zainol Lutji Afandi (Faiz).pdf Restricted to Registered users only Download (205kB) |
|
Text (BAB IV)
55123120020-FAIZ ZAINOL LUTJI AFANDI-05 Bab 4 - Faiz Zainol Lutji Afandi (Faiz).pdf Restricted to Registered users only Download (446kB) |
|
Text (BAB V)
55123120020-FAIZ ZAINOL LUTJI AFANDI-06 Bab 5 - Faiz Zainol Lutji Afandi (Faiz).pdf Restricted to Registered users only Download (43kB) |
|
Text (Daftar Pustaka)
55123120020-FAIZ ZAINOL LUTJI AFANDI-08 Daftar Pustaka - Faiz Zainol Lutji Afandi (Faiz).pdf Restricted to Registered users only Download (184kB) |
|
Text (Lampiran)
55123120020-FAIZ ZAINOL LUTJI AFANDI-09 Lampiran - Faiz Zainol Lutji Afandi (Faiz).pdf Restricted to Registered users only Download (348kB) |
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh green branding, green perceived value, dan environmental concern terhadap consumer loyalty dalam konteks layanan bus listrik TransJakarta, dengan green trust sebagai variabel moderasi. Latar belakang penelitian ini didasarkan pada urgensi transisi menuju transportasi berkelanjutan di Jakarta serta inkonsistensi data loyalitas pengguna TransJakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 204 responden pengguna layanan bus listrik TransJakarta, serta teknik analisis Structural Equation Modeling (SEM) berbasis Partial Least Squares (SmartPLS 4.0). Hasil analisis menunjukkan bahwa ketiga variabel utama, yaitu green branding, green perceived value, dan environmental concern, berpengaruh positif dan signifikan terhadap loyalitas konsumen. Namun, dari tiga interaksi moderasi yang diuji, hanya dua yang signifikan: green trust terbukti memperkuat hubungan antara green perceived value dan environmental concern terhadap loyalitas, sedangkan moderasi green trust pada hubungan green branding tidak signifikan. Temuan ini mengindikasikan bahwa kepercayaan konsumen terhadap komitmen lingkungan perusahaan memainkan peran penting dalam memperkuat dampak nilai persepsi hijau dan kepedulian lingkungan terhadap loyalitas, tetapi tidak cukup untuk memoderasi persepsi merek hijau yang telah terbentuk sebelumnya. Penelitian ini memberikan kontribusi teoritis terhadap pengembangan model Stimulus-Organism-Response (SOR) dalam konteks transportasi berkelanjutan dan memperkaya literatur green marketing di sektor layanan publik. Dari sisi praktis, temuan ini dapat menjadi dasar dalam menyusun strategi pemasaran dan kebijakan keberlanjutan yang lebih tepat sasaran untuk meningkatkan retensi pengguna transportasi publik berbasis listrik di perkotaan. This study aims to analyze the influence of green branding, green perceived value, and environmental concern on consumer loyalty in the context of TransJakarta's electric bus services, with green trust as a moderating variable. The research is grounded in the urgency of transitioning toward sustainable urban transportation in Jakarta and the observed inconsistencies in TransJakarta's ridership loyalty data. A quantitative survey method was employed, involving 204 respondents who are users of TransJakarta's electric bus services. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares approach (SmartPLS 4.0). The results indicate that all three exogenous variable green branding, green perceived value, and environmental concern positively and significantly influence consumer loyalty. Among the three moderating relationships tested, only two were significant: green trust was found to strengthen the relationship between green perceived value and environmental concern with loyalty. However, the moderating effect of green trust on the relationship between green branding and loyalty was not significant. These findings suggest that consumers’ trust in environmental commitments enhances the impact of perceived green value and environmental awareness on loyalty, but does not significantly influence the effect of an already established green brand perception. This study contributes theoretically to the extension of the Stimulus-Organism-Response (SOR) model in sustainable transportation settings and enriches green marketing literature in public service sectors. Practically, the findings provide strategic insights for designing targeted marketing and sustainability policies to enhance user retention in urban electric public transportation systems.
Actions (login required)
 |
View Item |
