Abstract: Environmental conditions that occur such as air pollution, depletion of the ozone layer, and also plastic waste are of concern throughout the world today. This makes consumers begin to switch to quality and environmentally friendly products, so that many companies are starting to compete in meeting consumer needs. Green customer loyalty is a buying behavior that needs to be considered by the company. The purpose of this study is to provide an overview of how green product quality, green brand image, and green customer satisfaction can meet consumer needs for environmental conditions. The research object chosen is Kentucky Fried Chicken (KFC) in Denpasar City which has carried out various environmentally friendly practices. The population of this study are KFC consumers in Denpasar City. The sample used is 160 respondents. Taking samples using non-probability sampling with purposive sampling technique. The instrument of data collection was through the distribution of questionnaires with a Likert scale. The data used in this study is primary data through the distribution of questionnaires. The analysis method uses multiple linear regression analysis techniques. The results showed that green product quality had a positive and significant effect on green customer loyalty, green brand image had a positive and significant effect on green customer loyalty, and green customer satisfaction had a positive and significant effect on green customer loyalty.
Keywords: green product quality, green brand image, green customer satisfaction, green customer loyalty.
Title: The Effect of Green Product Quality, Green Brand Image and Green Customer Satisfaction on Green Customer Loyalty
Author: Prian Sarko, Tjok Gede Raka Sukawati
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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