BUILDING GREEN CUSTOMER SATISFACTION THROUGH GREEN PRODUCT INNOVATION AND GREEN CUSTOMER RELATIONSHIP MATAHARI ONLINE IN TANGERANG

Abstract

The supermarkets as a contributor to plastic waste. Several supermarkets including the Matahari Department Store have implemented this by minimizing the use of plastic for buyers' luggage and establishing online shops. In addition to maintaining a sustainable environment and competitive advantage, it is also closer to consumers. The purpose of this study was to determine the role of green customer satisfaction through green product innovation and green customer relationships. This research is quantitative research with a sample of 100 respondents from Matahari.com customers. Data collection techniques by distributing questionnaires and interviews. The data analysis technique used was multiple linear regression analysis using SPSS Version 26 software. The results showed both partially and simultaneously green product innovation and green customer relationship variables had a positive effect on green customer satisfaction. Green product innovation will be able to make consumers more innovative, while green customer relationships are an important element in determining the results of their shopping. Without good customer satisfaction, it will hamper shopping activities. Customer satisfaction is one of the important things that can improve the products they buy.