Effect of Green Innovation, Brand Equity, and Marketing Communication on Loyalty Through Decisions

Abstract

This study examines the influence of eco-friendly product innovation, brand equity, and marketing communication on consumer loyalty, with purchase decisions as a mediating variable. The research object comprises Samsung smartphone users in the Gresik and Sidoarjo regions. Using a quantitative approach, data were collected through Likert scale questionnaires completed by 153 respondents selected via purposive sampling. Data processing was conducted using SmartPLS version 3.2.9 to test the relationships between variables. The results indicate that eco-friendly product innovation, brand equity, and marketing communication have a positive and significant influence on both purchase decisions and consumer loyalty. Additionally, purchase decisions are found to play an essential role in mediating the relationships between these variables and consumer loyalty. These findings highlight the importance of marketing strategies that incorporate sustainability and brand equity in fostering consumer loyalty.

This study examines the influence of eco-friendly product innovation, brand equity, and marketing communication on consumer loyalty, with purchase decisions as a mediating variable. The research object comprises Samsung smartphone users in the Gresik and Sidoarjo regions. Using a quantitative approach, data were collected through Likert scale questionnaires completed by 153 respondents selected via purposive sampling. Data processing was conducted using SmartPLS version 3.2.9 to test the relationships between variables. The results indicate that eco-friendly product innovation, brand equity, and marketing communication have a positive and significant influence on both purchase decisions and consumer loyalty. Additionally, purchase decisions are found to play an essential role in mediating the relationships between these variables and consumer loyalty. These findings highlight the importance of marketing strategies that incorporate sustainability and brand equity in fostering consumer loyalty.