Merebaknya isu pemanasan global dan kerusakan lingkungan berdampak pada meningkatnya kesadaran masyarakat terhadap pentingnya menjaga lingkungan, hal tersebut menjadi peluang yang dapat dimanfaatkan oleh perusahaan sebagai upaya meningkatkan loyalitas konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh business ethics, CSR, dan green marketing yang dilakukan perusahaan kosmetik ramah lingkungan terhadap brand loyalty. Kuesioner disebarkan kepada 141 responden, pengambilan sampel pada penelitian ini menggunakan non-probability sampling dengan teknik purposive sampling. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM). Hasil dari penelitian ini menunjukkan bahwa business ethics berpengaruh positif terhadap CSR dan green marketing, lalu business ethics berpengaruh positif terhadap brand loyalty. Sedangkan CSR dan green marketing tidak berpengaruh positif terhadap brand loyalty. Kemudian baik CSR maupun green marketing tidak memediasi pengaruh business ethics terhadap brand loyalty.
This community service activity aims to increase understanding and skills on how to compete by implementing sharia marketing strategies. Understanding this strategy is very important as a first step in successful marketing in the future considering that there are great opportunities for implementing sharia marketing in Indonesia, where the majority of the population is Muslim. PKM activities are carried out using education, training and discussion/consultation methods. Submission of material followed by practice solving cases and continued with discussion and consultation of problems faced by participants as small business actors considered appropriate to the characteristics of PKM participants. The participants of this activity were 25 students of the Cordova College of Entrepreneurship. The activity was carried out effectively because it succeeded in increasing the participants' knowledge, understanding and skills regarding the concept of Sharia marketing.
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