Firmansyah, Andreano Fajri (2025) PENGARUH GREEN MARKETING TERHADAP KEPUASAN DAN LOYALITAS PRODUK HIJAU PADA INDUSTRI PERHOTELAN DI HOTEL MERCURE SURABAYA. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the effect of green product quality, green product price, green corporate image, and salesperson green expertise on green customer satisfaction and its impact on green customer loyalty at Mercure Hotel Surabaya. The research uses a quantitative approach with SEM SmartPLS involving 100 respondents. The results show that all exogenous variables have a significant positive effect on green customer satisfaction, which in turn significantly affects green customer loyalty. Green customer satisfaction is proven to mediate the relationship between exogenous variables and green customer loyalty.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | ANDREANO FAJRI FIRMANSYAH |
| Date Deposited: | 18 Sep 2025 04:22 |
| Last Modified: | 18 Sep 2025 04:22 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13738 |
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