PENGARUH BRAND IMAGE, INOVASI PRODUK, DAN GREEN MARKETING TERHADAP LOYALITAS PELANGGAN MELALUI PERSEPSI GREEN PRODUCT DI HOTEL HORISON NINDYA SEMARANG

SUHENDAR, ANDRI (2025) PENGARUH BRAND IMAGE, INOVASI PRODUK, DAN GREEN MARKETING TERHADAP LOYALITAS PELANGGAN MELALUI PERSEPSI GREEN PRODUCT DI HOTEL HORISON NINDYA SEMARANG. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of brand image, product innovation, and green marketing on customer loyalty through perceptions of green products. This research was conducted at Hotel Horison Nindya Semarang, using a quantitative approach with a sample of 249 respondents who were repeater guests. Data were analyzed using PLS-SEM with SmartPLS 4.0. The results showed that brand image, product innovation, and green marketing had a significant influence on perceptions of green products. Perceptions of green products significantly influenced customer loyalty. In addition, brand image and green marketing indirectly influenced customer loyalty through perceptions of green products. However, product innovation did not significantly influence customer loyalty either directly or indirectly. These findings provide theoretical implications in strengthening the application of green consumer behavior. Keywords: Brand Image, Product Innovation, Green Marketing, Green Product Perception, Customer Loyalty Penelitian ini bertujuan untuk menganalisis pengaruh brand image, inovasi produk, dan green marketing terhadap loyalitas pelanggan melalui persepsi green product. Penelitian ini dilakukan di Hotel Horison Nindya Semarang dengan menggunakan pendekatan kuantitatif dan melibatkan 249 responden yang merupakan tamu repeater. Data dianalisis menggunakan PLS-SEM dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa brand image, inovasi produk, dan green marketing berpengaruh signifikan terhadap persepsi green product. Persepsi green product berpengaruh signifikan terhadap loyalitas pelanggan. Selain itu, brand image dan green marketing berpengaruh secara tidak langsung terhadap loyalitas pelanggan melalui persepsi green product. Namun, inovasi produk tidak berpengaruh signifikan terhadap loyalitas pelanggan baik secara langsung maupun tidak langsung. Temuan ini memberikan implikasi teoretis dalam memperkuat penerapan perilaku konsumen hijau. Kata kunci: Brand Image, Inovasi Produk, Green Marketing, Persepsi Green Product, Loyalitas Pelanggan

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 25 072
NIM/NIDN Creators:	55121120023
Uncontrolled Keywords:	Brand Image, Inovasi Produk, Green Marketing, Persepsi Green Product, Loyalitas Pelanggan
Subjects:	600 Technology/Teknologi > 600. Technology/Teknologi > 608 Inventions and Patents/Inovasi, Penemuan dan Paten 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 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 910 Geography and Travel/Geografi dan Perjalanan > 910.1-910.9 Standard Subdivisions of Geography and Travel/Subdivisi Standar dari Geografi dan Perjalanan > 910.4 Accounts Travels/Kisah Perjalanan > 910.46 Hotels/Hotel, Motel
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	14 Oct 2025 07:05
Last Modified:	14 Oct 2025 07:05
URI:	http://repository.mercubuana.ac.id/id/eprint/99242

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