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Eka Damayanti, E., Rizka Arumsari, N., & Muhammad Yasin, R. (2024). The Influence of Green Marketing, Packaging, and Service Quality on Consumer Loyalty Through Consumer Satisfaction of Es Teh Indonesia (Indonesian Iced Tea) in Kudus. KnE Social Sciences, 9(18), 481–493. https://doi.org/10.18502/kss.v9i17.16382

https://doi.org/10.18502/kss.v9i17.16382

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authors

  • Esti Eka Damayanti

    Esti Eka Damayanti

    Management Department, Universitas Muria Kudus, Indonesia
  • Nurul Rizka Arumsari

    Nurul Rizka Arumsari

    Management Department, Universitas Muria Kudus, Indonesia
  • Rozaq Muhammad Yasin

    Rozaq Muhammad Yasin

    Management Department, Universitas Muria Kudus, Indonesia
    https://orcid.org/0000-0003-0376-3372

Published Date

  • Jun 4, 2024

The Influence of Green Marketing, Packaging, and Service Quality on Consumer Loyalty Through Consumer Satisfaction of Es Teh Indonesia (Indonesian Iced Tea) in Kudus

KnE Social Sciences / 1st International Conference on Economic, Management, and Accounting (ICEMA) / Pages 481–493

Abstract

This research aims to analyze the influence of green marketing, packaging, and service quality on consumer loyalty through consumer satisfaction with Es Teh Indonesia in Kudus. The population in this study were consumers of Es Teh Indonesia in Kudus. The sampling technique used was purposive sampling to produce a sample of 150 respondents. Data were analyzed using the SEM AMOS v.24 analysis. The findings in this study show that green marketing, packaging, and service quality have a positive and significant effect on consumer satisfaction. In addition, green marketing, packaging, and service quality also have a positive and significant effect on consumer loyalty. Consumer satisfaction is able to mediate the influence of green marketing, packaging, and service quality on consumer loyalty.


Keywords: green marketing, packaging, service quality, consumer satisfaction, consumer loyalty

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