PERAN MEDIASI BRAND IMAGE PADA PENGARUH GREEN MARKETING TERHADAP BRAND LOYALTY (Studi Kasus Pada Pelanggan Starbucks Di Kota Denpasar)

Abstract

Companies that produce products with environmentally friendly issues have a better imgae brand because the company is considered to care about environmental sustainability. Companies are slowly applying green marketing activities in their various projects as part of social awareness and they are required to reach consumers with green marketing messages in an effort to increase brand loyalty. One of the global companies that applies green marketing is Starbucks. The purpose of this study was to examine the role of brand image mediation on the effect of green marketing on Starbucks brand loyalty. The population in this study were all residents of the city of Denpasar who had shopped at Starbucks. In this study, the sample selection technique used purposive sampling technique with a sample size of 120 respondents. The analysis technique of this research is using descriptive analysis, path analysis and single test. The results of the analysis in this study indicate that green marketing affects brand image, green marketing affects brand loyalty, brand image affects brand loyalty, and brand image mediates the effect of green marketing on brand loyalty. This research is expected to provide empirical support and can be stated to strengthen the results of previous studies.
 Keywords: Green Marketing, Brand Image and Brand Loyalty