PENGARUH GREEN MARKETING TERHADAP LOYALITAS KONSUMEN DENGAN PERSEPSI KEASLIAN (AUTHENTICITY) SEBAGAI VARIABEL MODERATOR PADA PRODUK UNIQLO PAKUWON MALL DI SLEMAN

KADEK TONI LESMANA, . (2026) PENGARUH GREEN MARKETING TERHADAP LOYALITAS KONSUMEN DENGAN PERSEPSI KEASLIAN (AUTHENTICITY) SEBAGAI VARIABEL MODERATOR PADA PRODUK UNIQLO PAKUWON MALL DI SLEMAN. Skripsi thesis, UPN "Veteran" Yogyakart.

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Abstract

This study aims to examine the effect of green marketing strategy on
customer loyalty with perceived authenticity as a moderating variable among
Uniqlo consumers at Pakuwon Mall Sleman. The research employed a quantitative
explanatory approach using purposive sampling with 106 respondents who had
purchased Uniqlo products. Data were analyzed using Structural Equation
Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS 4. The
results indicate that green marketing strategy has a positive and significant effect
on customer loyalty. Furthermore, perceived authenticity significantly moderates
the relationship between green marketing strategy and customer loyalty by
strengthening the effect. These findings suggest that the effectiveness of green
marketing depends not only on implementation but also on consumers’ perception
of the brand’s authenticity.
Keywords: green marketing strategy, customer loyalty, perceived authenticity,
SEM-PLS, sustainability

Item Type: Tugas Akhir (Skripsi)
Additional Information: KADEK TONI LESMANA (Penulis - 141220456), Krisnandini Wahyu Pratiwi (Pembimbing)
Uncontrolled Keywords: reen marketing strategy, customer loyalty, perceived authenticity, SEM-PLS, sustainability
Subjek: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > (S1) Manajemen
Depositing User: Indah Lestari
Date Deposited: 04 Jun 2026 10:02
Last Modified: 04 Jun 2026 10:02
URI: http://eprints.upnyk.ac.id/id/eprint/49131

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