PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP LOYALITAS KONSUMEN PADA PT UNILEVER INDONESIA (STUDI PADA MAHASISWA UNIVERSITAS MATARAM)

The Influence of Green Marketing and Corporate Social Responsibility on Consumer Loyalty at PT Unilever Indonesia (A Study of University of Mataram Students)

Abstract

Consumer loyalty plays a highly significant role in the sustainability of a company's business. Therefore, understanding the factors that drive consumer loyalty is essential. Currently, there is a global trend of increasing awareness regarding social and environmental issues. This study examines the influence of green marketing strategies and corporate social responsibility on consumer loyalty at PT Unilever Indonesia, using a case study of students from Universitas Mataram. This research employs a quantitative method with an associative approach. The sampling technique utilized is non-probability sampling, specifically purposive sampling, involving 100 respondents. The statistical data analysis method used is multiple linear regression analysis. The hypothesis testing procedures include the F-test, t-test, and coefficient of determination. The findings reveal that both green marketing and corporate social responsibility have a positive and significant impact on consumer loyalty. These results suggest that consumers' awareness of environmental and social issues plays a role in shaping their loyalty to a company. The implications of this research offer valuable insights for developing more effective marketing strategies for PT Unilever Indonesia and other businesses.