THE EFFECT GREEN PERCEIVED VALUE, BRAND SATISFACTION AND SELF BRAND CONNECTION TOGREEN BRAND LOYALTY EMPIRICAL STUDY ON CONSUMERS THE BODY SHOP IN THE CITY OF PADANG
Keywords:
Green Perceived Value, Brand Connection, Brand Satisfaction, Self Brand Connection & Brand LoyaltyAbstract
This study aims to prove and analyze the effect of green perceived value, brand satisfaction and self brand connection on green loyalty empirical studies on consumers of The Body Shop in Padang City. In this study, the sample is that several people who buy The Body Shop products have made at least two purchases and used the product. The method of analysis is carried out using quantitative analysis using the SPSS program. Based on the results of testing the first hypothesis, it was found that green perceived value has a positive effect on green brand loyalty to consumers who use The Body Shop products in the city of Padang. In the year of testing the second hypothesis, it was found that brand satisfaction has no effect on green brand loyalty to consumers who use The Body Shop products in Padang City. In addition, at the stage of testing the third hypothesis, it was found that self-brand connection had a positive effect on green brand loyalty to consumers using The Body Shop products in Padang City.References
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