PENGARUH KEMASAN RAMAH LINGKUNGAN TERHADAP LOYALITAS KONSUMEN

Abstract

This study was conducted to determine the influence of environmentally friendly packaging on consumer loyalty of Love Beauty and Planet products in South Jakarta. Environmentally friendly packaging is represented by sub-variables, namely raw materials, information and market appeal. Each sub-variable was tested partially and simultaneously on customer loyalty. Meanwhile, consumer loyalty will be represented by the dimensions of repeat purchases, retention, and referrals. The sampling method used for this study is purposive sampling technique, where the respondents who filled out the questionnaire had to meet certain criteria. The criteria referred to consumers of Love Beauty and Planet products who live in South Jakarta. The data were collected through online questionnaire distributed through the author's social media. The population in this study were women aged 15-29 years in South Jakarta. Samples were taken as many as 100 respondents who were then processed using Smart - PLS analysis techniques. The results obtained from this study are environmentally friendly packaging has a simultaneous effect on consumer loyalty. Partially, environmentally friendly packaging raw materials and market attractiveness of environmentally friendly packaging show a significant influence on consumer loyalty. Meanwhile, environmentally friendly packaging information partially does not have a significant effect on consumer loyalty.