DOI: 10.11648/j.ijefm.20241206.27 ISSN: 2326-9561

Analysis of the Influence of Green Marketing, Consumer Attitudes, Digital Marketing on Customer Loyalty with Customer Satisfaction as an Intervening Variable

Dyah Setyowati, Sri Antariksa
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The purpose of this study was to determine the variables that make customers feel satisfied and loyal to Local Franchise Restaurants in Indonesia. The variables studied were Green Marketing, Consumer Attitude, Digital Marketing, Customer Loyalty and Customer Satisfaction as an Intervening Variable. The sample of this study was 110 respondents. The quantitative research method used SEM AMOS. From the results of the analysis of this study, it appears that this study supports the theory or research results which state that Green Marketing, Positive Customer Attitudes and Digital Marketing have an effect on Customer Loyalty. And Local Franchise Restaurant Customers have the same Satisfaction and Loyalty Standards as Foreign Franchise Restaurant Customers, namely considering Green Marketing, Customer Attitudes and Digital Marketing. The results of the study are as follows a) that Green Marketing is a consideration of Customer Satisfaction Customers. b) the Customer Attitude variable affects the customer satisfaction variable. In order for Customer Attitude to be positive, Restaurant employees must be quick in responding to customer needs or requests. Waiters are sensitive to customer needs and desires and when finished saying thank you, can provide satisfaction to customers. c) the Digital Marketing variable affects the customer satisfaction variable. Promotion with Digital Marketing makes it very easy for customers to buy food products by utilizing technological advances. d) the Green Marketing variable affects the customer loyalty variable. Customers already understand the importance of Green Marketing in managing a business. e) the Customer Attitude variable affects the customer loyalty variable. Management and employees must be able to perform well so that their customers are loyal to repurchase the company's products, buy various new products and recommend to others. f) the Digital Marketing variable affects the customer loyalty variable. Digital Marketing is improved to be able to attract loyal customers. g) the customer satisfaction variable affects customer loyalty. Customer satisfaction will make customers loyal to it. h) the Green Marketing variable indirectly affects customer loyalty. Green Marketing affects customer loyalty through customer satisfaction with Restaurant products. i) the Customer Attitude variable indirectly affects customer loyalty through customer satisfaction, on restaurant products. j) the Digital Marketing variable indirectly affects customer loyalty through customer satisfaction with restaurant products.

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