Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021)

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The Influence of Green Brand Benefit and Green Brand Innovativeness on Brand Loyalty with Green Brand Image as Mediating on (P&G) Brand Products in Padang City

Authors
Qumil Laila Arham1, Vidyarini Dwita2
1,2Universitas Negeri Padang, Padang, Indonesia
*Corresponding Author. Email: qumiljonas@gmail.com
Corresponding Author
Qumil Laila Arham
Available Online 23 November 2021.
DOI
10.2991/aebmr.k.211117.091How to use a DOI?
Keywords
brand loyalty; green brand benefit; green brand innovativeness; green brand image
Abstract

This research purpose to review the influence of green brand benefit and green brand innovativeness on brand loyalty by using variable mediation green brand image on toiletries products brand Procter and Gamble (P&G) in Padang City. The type of toiletries products focuses on shampoo products. This is causative research with purposive sampling methods. The sample of the study is 192 respondents who were living in Padang City. The data analysis is performed using SmartPLS 3.0. The results showed that that green brand benefit has a positive impact but insignificant effect on brand loyalty. Green brand benefit has a positive result and significant effect on green brand image. Green brand image has a positive and significant effect on brand loyalty. Green brand innovativeness has a positive and significant effect on brand loyalty. Green brand innovativeness has a positive and significant effect on green brand image. Furthermore, the analysis shows that green brand image mediates a positive and significant influence between green brand benefit and green brand innovativeness on brand loyalty.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
23 November 2021
ISBN
10.2991/aebmr.k.211117.091
ISSN
2352-5428
DOI
10.2991/aebmr.k.211117.091How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Qumil Laila Arham
AU  - Vidyarini Dwita
PY  - 2021
DA  - 2021/11/23
TI  - The Influence of Green Brand Benefit and Green Brand Innovativeness on Brand Loyalty with Green Brand Image as Mediating on (P&G) Brand Products in Padang City
BT  - Proceedings of the Seventh Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2021)
PB  - Atlantis Press
SP  - 440
EP  - 446
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211117.091
DO  - 10.2991/aebmr.k.211117.091
ID  - Arham2021
ER  -