Pengaruh Green Advertising Dengan Brand Image Sebagai Variabel Intervening Terhadap Customer Loyalty Sensatia Botanicals Pada Generasi Z Kota Bandung
Abstract
Sampah plastik menjadi persoalan lingkungan yang serius, termasuk di Indonesia. Kota besar seperti Bandung menyumbang
volume sampah tinggi, salah satunya berasal dari industri kecantikan dengan kemasan sekali pakai. Meningkatnya
kepedulian lingkungan, terutama di kalangan Generasi Z, mendorong perusahaan menerapkan strategi pemasaran
berkelanjutan seperti green advertising. Sensatia Botanicals merupakan merek lokal yang konsisten mengusung nilai
keberlanjutan sejak awal. Penelitian ini mengkaji pengaruh green advertising terhadap loyalitas konsumen dengan brand
image sebagai variabel intervening pada Generasi Z pengguna Sensatia Botanicals di Bandung. Pendekatan kuantitatif
digunakan dengan teknik non-probability sampling dengan jenis purposive sampling terhadap 385 responden. Analisis data
dilakukan melalui metode Structural Equation Modeling (SEM) mengaplikasikan SmartPLS 4. Riset menghasilkan green
advertising berkontribusi positif kepada brand image, yang selanjutnya berdampak signifikan pada customer loyalty. Brand
image juga terbukti memediasi hubungan antara green advertising dan customer loyalty. Hasil ini menegaskan pentingnya
strategi pemasaran hijau yang didukung pencitraan merek kuat untuk membangun loyalitas di kalangan konsumen muda
yang semakin sadar lingkungan.
Kata kunci: Iklan Hijau, Citra Merek, Loyalitas Pelanggan
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