Pengaruh Green Marketing, Corporate Social Responsibility terhadap Brand Equity dan Customer Loyalty (Studi pada Konsumen the Body Shop di Kota Surabaya)

Dhuha, RahadianYusuf (2013) Pengaruh Green Marketing, Corporate Social Responsibility terhadap Brand Equity dan Customer Loyalty (Studi pada Konsumen the Body Shop di Kota Surabaya). Magister thesis, Universitas Brawijaya.

Abstract

Penelitian ini dilakukan untuk mengidentifikasi dan menganalisis pengaruh green marketing terhadap brand equity , pengaruh corporate social responsibility terhadap brand equity , pengaruh green marketing terhadap customer loyalty , pengaruh corporate social responsibility terhadap customer loyalty dan pengaruh green marketing, corporate social responsibility terhadap customer loyalty melalui brand equity. Penelitian terhadap green marketing menjadi sangat menarik karena meningkatnya perhatian masyarakat terhadap produk yang ramah lingkungan. Sampel dalam penelitian ini diambil dengan menggunakan metode pengumpulan data yang disebut purposive sampling . Jumlah sampel yang digunakan yaitu sebanyak 160 responden. Data yang diperoleh dianalisis dengan menggunakan teknik analisis SEM ( Structural Equation Model ). Hasil penelitian menunjukkan bahwa green marketing berpengaruh positif dan signifikan terhadap brand equity, corporate social responsibility berpengaruh positif dan signifikan terhadap brand equity. Selanjutnya green marketing, corporate social responsibility berpengaruh positif dan signifikan terhadap customer loyalty melalui brand equity .

English Abstract

This study was conducted to analyze influence of green marketing on brand equity, influence of corporate social responsibility on brand equity, influence of green marketing on customer loyalty, influence of corporate social responsibility on customer loyalty, and n influence of green marketing and corporate social responsibility towards customer loyalty through brand equity. Research on green marketing became very interesting because many people give more attention to product that support sustainability living and green products. sample in this study were taken by using data collection method called purposive sampling. number of samples that used were 160 respondens. data obtained were analyzed by using Structural Equation Models. results showed that green marketing have a positive significant effect on brand equity, corporate social responsibility have a positive significant effect on brand equity. n green marketing and corporate social responsibility have a significant positive effect on customer loyalty through brand equity.

Item Type: Thesis (Magister)
Identification Number: TES/658.802/DHU/p/041407428
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Endro Setyobudi
Date Deposited: 19 Nov 2014 16:02
Last Modified: 19 Nov 2014 16:02
URI: http://repository.ub.ac.id/id/eprint/159851
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