THE INFLUENCE OF GREEN MARKETING AND GREEN TRUST ON BRAND LOYALTY AT FORE COFFEE WITH PERCEIVED VALUE AS A MODERATING VARIABLE FROM AN ISLAMIC BUSINESS PERSPECTIVE

A CASE STUDY OF FORE COFFEE CONSUMERS IN BANDAR LAMPUNG

Abstract

This study was motivated by growing consumer concern over environmental issues, which has prompted companies to implement sustainable business strategies to enhance brand loyalty. The study aims to analyze the influence of eco-friendly marketing and trust in eco-friendliness on brand loyalty with perceived value serving as a moderator variable among Fore Coffee consumers in Bandar Lampung from an Islamic business perspective. A quantitative approach was used, with 100 respondents selected through purposive sampling and analyzed using SmartPLS 4.0. The results show that green marketing and green trust have a positive and significant effect on brand loyalty, while perceived values have a positive but insignificant effect. Perceived value significantly moderates the relationship between green marketing and brand loyalty in a negative direction, but does not significantly moderate the relationship between green trust and brand loyalty. From an Islamic business perspective, the implementation of green marketing and green trust aligns with the principles of environmental stewardship and the improvement of community well-being through sustainable business practices.