PENGARUH UTILITARIAN ENVIRONMENTAL, BENEFIT WARM GLOW DAN GREEN TRANSPARENCY TERHADAP BRAND LOYALTY KONSUMEN THE BODY SHOP DI KOTA PADANG
Keywords:
Utilitarian Environmental, Benefit Warm Glow, Green Trnsparency & Brand LoyaltyAbstract
Penelitian ini bertujuan untuk membuktikan dan menganalisis pengaruh utilitarian Environmental, benefit warm glow dan green transparency terhadap brand loyalty konsumen The Body Shop di Kota Padang. Penelitian ini adalah penelitian kuantitatif dan menggunakan data primer yang diperoleh dari kuesioner. Populasi penelitian ini adalah masyarakat Kota Padang yang telah rutin menggunakan produk The Body Shop. Teknik pengambilan sampel adalah purposive sampling dengan jumlah sampel sebanyak 196 responden. Metode analisis data yang digunakan untuk menjawab kebenaran hipotesis adalah regresi linear berganda dan pengujian t-statistik. Berdasarkan hasil pengujian ditemukan utiliratian environmental berpengaruh positif terhadap brand loyalty konsumen The Body Shop di Kota Padang, sedangkan benefit warm glow berpengaruh positif namun tidak signifikan terhadap brand loyalty konsumen The Body Shop di Kota Padang. Selanjutnya, green transparency berpengaruh positif terhadap brand loyalty konsumen pada produk The Body Shop di Kota Padang.References
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