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International Journal of Scientific & Technology Research

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IJSTR >> Volume 9 - Issue 3, March 2020 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Marketing Mix AND Customer Satisfaction IN Its Role Toward Customer Loyalty Through Environmental Accounting Moderation

[Full Text]

 

AUTHOR(S)

Martinus Robert Hutauruk, Imam Ghozali, Dian Irma Aprianti, Novel Reonald, Ali Mushofa

 

KEYWORDS

Marketing Mix, Customer Satisfaction, Environmental Accounting, Customer Loyalty, Plastic Bag Diet Policy

 

ABSTRACT

This study aims to investigate the effect of the marketing mix, and customer satisfaction on customer loyalty through the role of environmental accounting moderation in the form of a plastic bag diet policy on supermarket customers. This study conducted with to help of survey methods through questionnaires and interviews with 115 selected respondents. The results of respondents' answers have been valid and reliable and subsequently analyzed using structural equation modelling (SEM) modelling through SmartPLS 3.2.8 to answer empirical hypotheses. It found that the marketing mix, customer satisfaction and canton plastic dietary policies had a positive and significant direct effect on customer loyalty. Nevertheless, the plastic canting diet policy is not able to be moderation or weaken the relationship between the marketing mix of customer loyalty and the relationship between customer satisfaction and customer loyalty. This study also discusses theoretically and empirically as well as managerial implications based on research findings.

 

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