The Effect of Green Marketing, Corporate Social Responsibility on Brand Equity and Customer Loyalty

Abstract

The aim of this study is to analyze the influence of green marketing on brand equity, corporate social responsibility on brand equity, green marketing on customer loyalty, corporate social responsibility on customer loyalty, and then green marketing and corporate social responsibility towards customer loyalty through brand equity. Research on green marketing became very interesting because many people give more attention to product that support sustainability living and green products. Sample in this study were taken used purposive sampling. Number of samples that used were 160 respondens. Data obtained analyzed using Structural Equation Models. The results showed that green marketing have a positive effect on brand equity, corporate social responsibility have a positive significant effect on brand equity, then green marketing and corporate social responsibility have a significant positive effect on customer loyalty through brand equity.

Keywords: green marketing, corporate social responsibility, customer loyalty, brand equity