| Summary: | The study aims to determine the influence of green product quality, green
corporate image, and green customer satisfaction on green customer loyalty to the
products of The Body Shop, Yogyakarta. Data collection is conducted by
distributing questionnaires to 120 samples. Sampling method in this study is
nonprobability sampling with purposive sampling technique. The samples are 120
female customers of The Body Shop�s products. Analytic tools to analyze
questionnaire question items include validity and reliability testing. As to the
testing of hypothesis in this research, the author uses the Pearson correlation and
multiple regression tests, plus mediating test to determine the mediating effect of
green customer satisfaction on the relationships between green product quality,
green corporate image, and green customer loyalty.
The analysis of the five hypotheses in this study indicated that there is a
significant influence of green product quality, green corporate image, and green
customer satisfaction on green customer loyalty to the products of The Body Shop
in Yogyakarta. In addition, mediating test also indicated that there is mediating
effect of green customer satisfaction on the relationship between green product
quality, green corporate image and green customer loyalty.
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