PENGARUH GREEN PRODUCT QUALITY DAN GREEN PERCEIVED RISK TERHADAP GREEN CUSTOMER SATISFACTION SERTA GREEN CUSTOMER LOYALTY PADA KONSUMEN PERTAMAX/ PERTAMAX PLUS DI KOTA MATARAM

Abstract

This research is entitled “The Effect of Green Product Quality and Green Perceived Risk on Green Customer Satisfaction and Green Customer Loyalty in the Consumer of Pertamax/Pertamax Plus in Mataram”. The background of this research were the findings of previous researches and some other theories sating that Green Product Quality, Green Perceived Risk, Green Customer Satisfaction, and Green Customer Loyalty are inter-related to one another. This research was aimed at determining the effect of Green Product Quality and Green Perceived Risk on Green Customer Satisfaction and Green Customer Loyalty in the consumer of Pertamax/Pertamax Plus in Mataram. This research is an associative research. The method of data collection is survey sampling where the samples were selected through accidental sampling with 120 respondents. The data were collected through observation, interview, and questionnaire. The method of data analysis is structural equation modelling analysis with AMOS program. The research showed that all hypothesis in this research are supported. Thus, it could be concluded that the variables of Green Product Quality and Green Perceived Risk affect the Green Customer Loyalty either directly or indirectly through Green Customer Satisfaction. It is suggested that Pertamina improve the quality of Pertamax as the Green Product, as well as reduce the risk that the consumers of Pertamax may perceive in the environment, with intense communication and socialization.