Pengaruh Green Perceived Value, Customer Green Satisfaction, Dan Green Trust Terhadap Customer Green Loyalty (Studi Kasus Pada Konsumen Unilever Di Kota Malang)

Wardani, Salsabilah Herman Putri and Dr. Dra. Kusuma Ratnawati, MM., CFP. (2023) Pengaruh Green Perceived Value, Customer Green Satisfaction, Dan Green Trust Terhadap Customer Green Loyalty (Studi Kasus Pada Konsumen Unilever Di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui dan memahami pengaruh green perceived value, customer green satisfaction, green trust terhadap customer green loyalty. Penelitian ini termasuk dalam kategori penelitian kuantitatif dengan sifat penelitian replikasi. Populasi penelitian merupakan pengguna produk Unilever di Kota Malang. Penentuan jumlah sampel penelitian mengacu pada pendapat Hair et al., (2010) dengan jumlah item penelitian dikali 5. Teknik pengambilan sampel penelitian menggunakan purposive sampling, sehingga diperoleh sebanyak 145 sampel penelitian yang memenuhi kriteria serta dinyatakan valid dan realibel untuk dilakukan proses analisis data. Teknik analisis data yang digunakan adalah analisis regresi berganda yang dibantu dengan software SPSS 26. Hasil penelitian ini menjelaskan bahwa green perceived value, customer green satisfaction, green trust secara partial berpengaruh secara positif dan signifikan terhadap customer green loyalty. Lebih lanjut, penelitian ini mampu membuktikan, terlepas PT. Unilever pernah melakukan praktik greenwashing, namun hal tersebut tidak mengurangi tingkat customer green loyalty. Hal ini dimungkinkan karena green perceived value, customer green satisfaction, green trust telah terbentuk dalam jangka waktu yang lama melalui kempanye-kampanye hijau yang dilakukan, sehingga perusahaan dapat meminimalisir dampak negatif greenwashing serta masih memberikan dampak positif pada customer green loyalty.

English Abstract

The objective of this research is to identify the effects of green perceived value, customer green satisfaction, and green trust on customer green loyalty. Being a replication, this research uses quantitative approach. The population is consumers of Unilever products in Malang City. Referring to Hair et al. (2010), the number of samples is the multiplication of the research item by 5. Using purposive sampling, 145 people were selected as the respondents. The data had been tested for validity and reliability, and they were analyzed using multiple regression in SPSS 26. This study finds that green perceived value, customer green satisfaction, and green trust partially have significant and positive effects on customer green loyalty. Furthermore, this research proves that, although PT Unilever committed greenwashing in the past, it does not reduce customer green loyalty. This is probably because green perceived value, customer green satisfaction, and green trust have been established for a long time through the company’s green campaigns. Therefore, the company could minimize the negative effect of the greenwashing practice and maintain customer green loyalty.

Item Type:	Thesis (Sarjana)
Identification Number:	:0523020899
Uncontrolled Keywords:	green perceived value, customer green satisfaction, green trust, customer green loyalty, produk un
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with username nova
Date Deposited:	04 Apr 2024 07:41
Last Modified:	04 Apr 2024 07:41
URI:	http://repository.ub.ac.id/id/eprint/218033

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