Peran Mediasi Trust pada Pengaruh Digital Green Marketing terhadap Loyalitas Pelanggan Restoran Lusi Pakan by The River dan Berbagi Kopi Hub di Denpasar
Abstract
Penelitian ini bertujuan untuk peran mediasi trust pada pengaruh digital green marketing terhadap loyalitas pelanggan Lusi Pakan by the River dan Berbagi Kopi Hub. Pendekatan yang digunakan adalah kuantitatif dengan metode analisis jalur (path analysis) yang dianalisis menggunakan SPSS 26.0. Jumlah responden dalam penelitian ini sebanyak 160 orang yang merupakan pelanggan dari kedua merek tersebut. Hasil penelitian menunjukkan bahwa Digital Green Marketing memiliki pengaruh langsung yang signifikan terhadap Trust dengan koefisien beta sebesar 0,513 dan nilai t sebesar 11,780. Selain itu, Trust juga berpengaruh signifikan terhadap Loyalty dengan koefisien beta 0,485 dan nilai t 6,723. Pengujian ini membuktikan bahwa Trust memediasi sebagian hubungan antara Digital Green Marketing dan Loyalty, dengan Digital Green Marketing tetap memiliki pengaruh langsung yang signifikan terhadap Loyalty dengan koefisien beta sebesar 0,257 dan nilai t 4,752. Temuan ini mengindikasikan bahwa kepercayaan konsumen terhadap klaim ramah lingkungan memperkuat pengaruh Digital Green Marketing terhadap loyalitas, tetapi efektivitas strategi pemasaran digital itu sendiri tetap menjadi faktor penting dalam membangun loyalitas pelanggan. Dengan demikian, meskipun Trust berperan sebagai mediator, Digital Green Marketing tetap memiliki pengaruh langsung yang kuat terhadap loyalitas konsumen pelanggan Lusi Pakan by the River serta Berbagi Kopi Hub.
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DOI: http://dx.doi.org/10.35931/aq.v19i2.4807
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