The Influence of Green Marketing on Brand Loyalty With Brand Trust as an Intervening Variable (Study on the Body Shop Semarang Consumers)

One of the global beauty brands known for its commitment to environmental sustainability is the Body Shop. Despite having a strong reputation in the field of green marketing, The Body Shop faces challenges in the form of closing several of its stores abroad. This challenge is caused by the company's inability to maintain loyalty and increase consumer trust amidst increasingly fierce competitive conditions. In addition, the emergence of local brands and the phenomenon of brand switching also worsened the situation. This study was conducted to determine the effect of green marketing on brand loyalty with brand trust as an intervening variable for consumers of The Body Shop in Semarang City. The sample consisted of 100 respondents using non-probability sampling techniques, namely purposive sampling, which refers to accidental sampling. Data collection methods are through questionnaires and literature surveys. The results showed that green marketing variables have a positive and significant effect on brand trust and brand trust has a positive and significant effect on brand loyalty, and green marketing had a positive and significant impact on brand loyalty through brand trust as an intervening variable.