Published date: Jun 04 2024

Journal Title: KnE Social Sciences

Issue title: 1st International Conference on Economic, Management, and Accounting (ICEMA)

Pages: 481–493

DOI: 10.18502/kss.v9i17.16382

Esti Eka DamayantiManagement Department, Universitas Muria Kudus, Indonesia

Nurul Rizka ArumsariManagement Department, Universitas Muria Kudus, Indonesia

Rozaq Muhammad Yasinrozaq.yasin@umk.ac.idManagement Department, Universitas Muria Kudus, Indonesia

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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