Pengaruh Green Brand Image dan Customer Experience terhadap Brand Loyalty pada Konsumen the Body Shop di Kota Medan
DOI:
https://doi.org/10.63822/frvnxj18Keywords:
Green Brand Image; Customer Experience; Brand LoyaltyAbstract
This study analyzed how green brand image and customer experience influence brand loyalty among The Body Shop consumers in Medan. The influence of these two variables is analyzed both partially and simultaneously on brand loyalty. This research uses a quantitative method with an associative approach. The population of this study consists of consumers who have purchased and used The Body Shop products in Medan City. The sample consists of 96 respondents selected using a non-probability sampling technique with a purposive sampling approach. Primary data were collected through direct questionnaire distribution, while secondary data were obtained through literature studies. The data analysis methods used include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests, simultaneous tests, and the coefficient of determination test. The results of the study indicate that green brand image and customer experience have a significant effect both partially and simultaneously on brand loyalty among The Body Shop consumers in Medan City. Based on the coefficient of determination test, the relationship between green brand image and customer experience with brand loyalty shows an R value of 0.877. The adjusted R-square value indicates that green brand image and customer experience contribute 76.4% to brand loyalty, while the remaining 23.6% is influenced by other variables not examined in this study.
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