The Green Marketing Model in Umrah Bureaus: A Satisfaction-Based Approach

Authors

  • Ryan Firdiansyah Suryawan Sekolah Tinggi Ilmu Ekonomi Krakatau
  • Evaf Maulina Sekolah Tinggi Penerbangan Aviasi
  • Edhie Budi Setiawan Institut Transportasi dan Logistik Trisakti
  • Renil Septiano Sekolah Tinggi Ilmu Ekonomi KBP
  • Tri Susilowati Sekolah Tinggi Penerbangan Aviasi

DOI:

https://doi.org/10.37385/ijedr.v4i6.6775

Keywords:

Digital Marketing, Green Marketing, Consumer Trust, Service Quality, Customer Satisfaction, e-Loyalty

Abstract

Intense competition among umrah service providers in Jakarta and Bogor emphasizes the importance of effective digital marketing as well as a focus on consumer trust, service quality, and green marketing initiatives to increase e-loyalty. This study aims to analyze the effect of green marketing, consumer trust, and service quality on e-loyalty with customer satisfaction as an intervening variable. Data were collected from 150 umrah service users at five umrah bureaus in Jakarta and Bogor using purposive sampling method. Partial Least Square Structural Equation Model (SEM-PLS) 3.0 was used for data processing and testing. The results showed that green marketing, consumer trust, and service quality have a positive and significant effect on e-loyalty, both directly and through customer satisfaction as a mediator. Interestingly, although green marketing and consumer trust have a positive influence on customer satisfaction, service quality does not have a significant impact on satisfaction. This research highlights the importance of targeted digital marketing strategies and efforts to build consumer trust to increase loyalty in the umrah service sector.

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Published

2024-12-15

How to Cite

Suryawan, R. F., Maulina, E., Setiawan, E. B., Septiano, R., & Susilowati, T. (2024). The Green Marketing Model in Umrah Bureaus: A Satisfaction-Based Approach. International Journal of Economics Development Research (IJEDR), 5(6), 4753–4775. https://doi.org/10.37385/ijedr.v4i6.6775