ANALISIS PENGARUH GREEN MARKETING, GREEN TRUST, GREEN SATISFACTION TERHADAP CUSTOMER LOYALTY MINUMAN RAMAH LINGKUNGAN DI KOTA MALANG

The purpose of this study is to determine the influence of green marketing, green trust, and green satisfactiononcustomer loyaltyof environmentally friendly drinks in Malang City. The type of research used in this study is quantitative research. The respondents of this study are consumers who have purchased and consumed Sosro Bottle Tea, Boxed Tea, or Cimory. This study uses a non-probability sampling method with a purposive sampling technique to select 130 respondents as a sample. This study uses path analysis with the help of SPSS software.The results of this study show thatgreen marketing positively and significantly affects green satisfaction. Green trust has a positive and significant effect on green satisfaction. Green trust has a positive and significant effect on customer loyalty. Green satisfaction has a positive and significant effect on customer loyalty. Meanwhile, green marketing does not have a significant effect on customer loyalty. This study also shows that green marketing through green satisfaction indirectly has a significant influence on customer loyalty. Green trust through green satisfaction does not indirectly have a significant effect on customer loyalty