Pengaruh green brand image, identity congruence, dan green brand authenticity terhadap customer advocacy brand lokal air mineral ramah lingkungan
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2026
Pembimbing 1 : Renny Risqiani
Kata Kunci : Green brand image; identity congruence; green brand authenticity; brand attachment; customer advocac
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2026_TS_MMJ_122012411026_Halaman-Judul.pdf | 12 | |
| 2. | 2026_TS_MMJ_122012411026_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2026_TS_MMJ_122012411026_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2026_TS_MMJ_122012411026_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2026_TS_MMJ_122012411026_Lembar-Pengesahan.pdf | 5 | |
| 6. | 2026_TS_MMJ_122012411026_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2026_TS_MMJ_122012411026_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2026_TS_MMJ_122012411026_Bab-1.pdf | 17 | |
| 9. | 2026_TS_MMJ_122012411026_Bab-2.pdf | 40 |
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| 10. | 2026_TS_MMJ_122012411026_Bab-3.pdf | 14 |
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| 11. | 2026_TS_MMJ_122012411026_Bab-4.pdf | 51 |
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| 12. | 2026_TS_MMJ_122012411026_Bab-5.pdf | 5 | |
| 13. | 2026_TS_MMJ_122012411026_Daftar-Pustaka.pdf | 16 | |
| 14. | 2026_TS_MMJ_122012411026_Lampiran.pdf | 24 |
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P Penelitian ini bertujuan untuk menganalisis pengaruh green brand image, identity congruence, dan green brand authenticity terhadap customer advocacy pada brand lokal air mineral ramah lingkungan, baik secara langsung maupun melalui mediasi brand attachment. penelitian menggunakan pendekatan kuantitatif dengan desain deskriptif dan cross-sectional. data dikumpulkan melalui survei daring menggunakan kuesioner kepada konsumen yang pernah menggunakan atau mengonsumsi air mineral ramah lingkungan, kemudian dianalisis menggunakan structural equation modeling (sem) dengan bantuan amos 24. hasil penelitian menunjukkan bahwa green brand image, identity congruence, dan green brand authenticity berpengaruh positif dan signifikan terhadap brand attachment. selain itu, brand attachment berpengaruh positif dan signifikan terhadap customer advocacy. green brand image, identity congruence, dan green brand authenticity juga terbukti berpengaruh positif dan signifikan secara langsung terhadap customer advocacy. hasil pengujian mediasi menunjukkan bahwa brand attachment mampu memediasi secara signifikan pengaruh green brand image, identity congruence, dan green brand authenticity terhadap customer advocacy. temuan ini mengindikasikan bahwa pembentukan customer advocacy pada brand lokal air mineral ramah lingkungan tidak hanya dipengaruhi oleh persepsi konsumen terhadap citra hijau, kesesuaian identitas, dan keaslian komitmen lingkungan merek, tetapi juga melalui keterikatan emosional konsumen terhadap merek. implikasi penelitian ini menekankan pentingnya perusahaan memperkuat green brand image, membangun identity congruence, serta menjaga green brand authenticity secara konsisten guna meningkatkan brand attachment dan mendorong customer advocacy.
T This study aims to examine the effects of green brand image, identity congruence, and green brand authenticity on customer advocacy toward local environmentally friendly bottled water brands, both directly and indirectly through the mediating role of brand attachment. a quantitative approach with a descriptive and cross-sectional research design was employed. data were collected through an online survey using questionnaires distributed to consumers who had previously consumed environmentally friendly bottled water products. the data were analyzed using structural equation modeling (sem) with amos 24. the findings indicate that green brand image, identity congruence, and green brand authenticity have positive and significant effects on brand attachment. furthermore, brand attachment has a positive and significant effect on customer advocacy. the results also reveal that green brand image, identity congruence, and green brand authenticity directly and positively influence customer advocacy. mediation analysis demonstrates that brand attachment significantly mediates the relationships between green brand image, identity congruence, green brand authenticity, and customer advocacy. these findings suggest that customer advocacy toward local environmentally friendly bottled water brands is influenced not only by consumers’ perceptions of a brand’s green image, identity alignment, and authenticity but also by the emotional bond consumers develop with the brand. the study implies that companies should strengthen their green brand image, enhance identity congruence, and consistently maintain green brand authenticity to foster stronger brand attachment and encourage greater customer advocacy.