PENGARUH GREEN MARKETING DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (Survei Pada Pelanggan The Body Shop Mall Olympic Garden Malang)

This study aims to find out and analyze green marketing, service quality, customer loyalty, and customer satisfaction in customers of The Body Shop Mall Olympic Garden Malang. This type of research is a quantitative research with the population used being consumers who have purchased The Body Shop Mall Olympic Garden Malang products more than twice. The number of samples determined in this study was 140 respondents with non-probability sampling techniques. The data collection technique in this study uses a questionnaire distributed through google form. The data analysis methods used are the Likert scale and PLS-SEM (Partial Least Square-Structural Equation Modeling). Based on the results of research and analysis, it can be concluded that green marketing has a positive and significant effect on customer loyalty, service quality has a positive and significant effect on customer loyalty, green marketing has no effect on customer satisfaction, service quality has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer loyalty, green marketing has a positive and significant effect on customer loyalty through customer satisfaction, and service quality has a positive and significant effect on customer loyalty through customer satisfaction.