Analysis of Green Customer Satisfaction and Brand Equity on Green Customer Loyalty with Positive Experience as An Intervening Variable

Abstract

This study aims to examine the effect of green customer satisfaction and brand equity on green customer loyalty with positive experience as an intervening variable on environmentally friendly products (Wall'S) from Unilever. This study uses quantitative methods with primary data through questionnaires distributed to Unilever consumers in the Belitung and Yogyakarta regions. The sampling technique used was purposive sampling with the criteria of having purchased Wall's products from PT. Unilever with data analysis using PLS-SEM (Partial Least Squares Structural Equation Modeling) with the help of SmartPLS software. This study found that green customer satisfaction and brand equity have a positive and significant influence on green customer loyalty. Green customer satisfaction and brand equity have a positive and significant influence on positive experience. In addition, positive experience also acts as a mediator that strengthens the relationship between green customer satisfaction and brand equity on customer loyalty. This study can be used to understand the influence of positive experience and customer satisfaction on brand loyalty in the context of green products, especially in companies like Unilever. This research is relevant for the development of green product marketing strategies in the Fast Moving Consumer Goods (FMCG) industry. The novelty of this research offers a new perspective by including positive experience as a mediating variable that bridges the influence between green customer satisfaction and brand equity on customer loyalty. So this research is expected to contribute to the development of green marketing theory and practice.