ABSTRAKPenelitian ini membahas keterkaitan values orientation yang terdiri dari egoistic, altruistic, dan
biospheric dengan green functional benefit, green monetary cost, dan green satisfaction
sehingga terbentuklah green commitment dan green loyalty. Non-probability sampling dan
metode purposive sampling digunakan dengan kriteria tertentu, di mana konsumen adalah
mereka yang membeli dan menggunakan produk green brand. Terdapat 402 konsumen sebagai
sampel penelitian yang terkumpul dan dianalisa menggunakan Structural Equation Modeling.
Hasil menunjukkan bahwa data mendukung hipotesis pengaruh egoistic dan biospheric values
terhadap green functional benefit dan green monetary cost. Hipotesis terdukung juga
ditunjukkan pada pengaruh green functional benefit dan green monetary cost terhadap green
satisfaction, pengaruh green satisfaction terhadap green commitment, dan pengaruh green
commitment terhadap green loyalty. Sedangkan hipotesis lainnya tidak terbukti. Penelitian ini
menunjukkan bahwa green loyalty ditentukan oleh egoistic dan biospheric values, serta green
commitment sebagai mediasi penting dalam hubungan green satisfaction dan green loyalty.
Implikasi manajerial dari hasil penelitian ini menyarankan agar strategi marketing menekankan
pada pembentukan nilai egoistic dan biospheric, baik melalui promosi maupun penyampaian
pesan marketing.
ABSTRACTThe purpose of this study is to analyze the influence of egoistic, altruistic and biospheric value
on green functional benefit, green monetary cost, green satisfaction and green loyalty. The
study also analyze the effect of green functional benefit and green monetary cost on green
satisfaction and green loyalty, as well as green satisfaction on green loyalty. The research use
quantitative method with customers who has green brand purchase experience as the
population in Indonesia. Non-probability sampling then conducted using purposive sampling
method based on predetermined criterias, which are customers who has already purchase and
use green brand products. There are 402 sample of customers that were gathered and analyzed
using Structural Equation Modeling. The result shows that the data support hyphotheses on
egoistic and biospheric value to green functional benefit and green cost monetary. The
supported hyphotheses also show on green functional beneft and green cost monetary to green
satisfaction. This study found there is positive on green satisfaction to green commitment, as
well as green commitment to green loyalty. The other hyphotheses are not supported by data. As
a conclusion, it is egoistic and biospheric values that has positive effect on green loyalty, while
green functional benefit, green monetary cost, green satisfaction, and green commitment act as
mediation between the value orientation and green loyalty. For managerial implication, green
brand marketing strategy should incorporate egoistic and biospheric values in messages in
advertising and promotion.
D2656-Erna Sofriana Imaningsih.pdf :: Unduh