Pengaruh Green Marketing Dan Brand Image Terhadap Loyalitas Konsumen (Studi Kasus Pada KFC Jember)

Faqihudin, Moh (2026) Pengaruh Green Marketing Dan Brand Image Terhadap Loyalitas Konsumen (Studi Kasus Pada KFC Jember). Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

Increasing public awarenes of environmental issue encourages companies to implement marketing strategies oriented towards environmental concerns or green marketing. In addition, a positive brand image is also an importan factor in bulding consumer loyalty. This study aims to analyze the influence of green marketing and brand image on consumer loyalty at KFC Jember. The research method used is quantitative method with a survey approach. Data collection was carried out by distributing questionnaries to 60 respondents who are KFC Jember consumers and have made purchases more than one. The data analysis technique in this study uses multiple linier regression using the SPSS program. The results of the study show that partially green marketing has a positive and significant effect on consumer loyalty with a calculated t value of 3.972 > t table 2.002 and a significance value of 0.000 > 0.05, brand image also has a positive and significant effect on consumer loyalty with a calculated t value of 2.526 > 2.002 and a significance value 0.014 > 0.05 silmutaneously, green maeketing and brand image have a positive and significant effect on consumer loyalty at KFC Jember with a calculated F value 37.432 >3.159. This finding indicates that the consistent implementation of green marketing strategies and strong brand image can increase consumer loyalty.

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