THE INFLUENCE OF GREEN MARKETING, BRAND IMAGE AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY IN NAAVAGREEN BEAUTY CLINIC, BATAM CITY

Abstract

This study aims to determine whether customer loyalty is influenced by green marketing, brand image, and customer satisfaction. This type of research is quantitative research. The population in this study are customers who subscribe to the Batam City Beauty Clinic. A sample of 100 respondents was taken using the probability sampling method with a simple random sampling technique. Data analysis techniques using validity test, reliability test, classical assumption test, influence test, and hypothesis test. The data collection tool was carried out by distributing questionnaires with the help of the SPSS 25 program. The results of the t-test showed that green marketing, brand image, and customer satisfaction had a positive and partially significant effect on customer loyalty. The results of the f-test show that the variables green marketing, brand image, and customer satisfaction have a positive and significant simultaneous effect on customer loyalty.