Study of Green Brand Image, Company Reputation, and Product Quality Against Customer Loyalty through Moderating Customer Satisfaction Variables
The purpose of this study was to determine the effect of green brand image, company reputation, and product quality on consumer loyalty through the moderating variable customer satisfaction at consumers of PT. Natural Nusantara Wonogiri branch. The population in this study are all who have used the products of PT. Natural Nusantara. The sampling technique used nonprobability sampling with purposive sampling method. And obtained a sample of 100 respondents who have used the product of PT. Natural Nusantara. The variables in this study used three variables, namely the dependent variable, the independent variable, and the moderating variable. For the dependent variable (Y) of this study is consumer loyalty. The independent variables include: green brand image (X1), company reputation (X2), and product quality (X3) and the moderating variable is customer satisfaction (Z). The research method used is a quantitative method. The data analysis method uses the original Structural Equation Modeling (SEM). Meanwhile, for data processing using the IBM SPSS AMOS 24 program.
