Abstract :

Currently, environmental conservation is a widely discussed topic as public awareness about its importance grows. Businesses need to recognize this trend, particularly by producing environmentally friendly products. Oatside is one such popular eco-friendly brand that has gained significant traction within less than two years, competing effectively with long-established brands. Despite this success, Oatside must continue to boost consumer loyalty through a strategic marketing mix approach to better understand consumer desires and prevent them from switching to other brands. This research aims to evaluate the impact of green marketing mix on consumers’ green loyalty, with green satisfaction serving as an intervening variable. This understanding is essential for Oatside to identify consumer needs and enhance loyalty in the competitive market. This research employs quantitative methods, incorporating multivariate techniques and descriptive analysis. The study sample consists of 300 consumers Oatside in Indonesia. The data were analyzed using the Structural Equation Model (SEM) with the help of SmartPLS 3.0 software. According to the findings of this study, there is a significant and positive correlation between green products, green locations, and green promotions with green satisfaction and green loyalty indirectly. However, the variable of green pricing did not demonstrate a significant positive influence on green satisfaction or green loyalty indirectly. The research utilized a model with an R-square result of 0.254, indicating a moderate level of explanatory power. The study revealed a positive and significant impact of green products, green locations, and green promotions on green satisfaction and green loyalty indirectly. However, the variable of green pricing did not show a positive and significant influence on green satisfaction or green loyalty indirectly. The research employed a model with an R-square value of 0.254 or 25.4%, falling into the moderate category. Based on these findings, it is suggested that Oatside offers more targeted promotions to its consumers, while ensuring profitability. This approach aims to enhance consumer satisfaction with Oatside’s environmentally friendly products, with the ultimate goal of increasing consumer green loyalty.

 

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Keywords :

Green Loyalty, Green Marketing Mix, Green Satisfaction, PLS – SEM

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