Green Marketing And Consumer Loyalty Of Electric Bicycles In Bengkulu City

Thoriq Al Ghozi; Tezar Arianto; Islamuddin; Meiffa Herfianti; Ade Tiara Yulinda

doi:10.64276/ams.v1i4.99

Authors

Thoriq Al Ghozi Universitas Muhammadiyah Bengkulu
Tezar Arianto Universitas Muhammadiyah Bengkulu
Islamuddin Universitas Muhammadiyah Bengkulu
Meiffa Herfianti Universitas Muhammadiyah Bengkulu
Ade Tiara Yulinda Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.64276/ams.v1i4.99

Keywords:

Green Marketing, Consumer Perception, Trust, Consumer Loyalty, Electric Bicycles, Bengkulu City

Abstract

This study aims to analyze the role of green marketing in the electric bicycle industry in Bengkulu City and examine the process of forming consumer loyalty through user perception and trust. The background of the study is based on the increasing public awareness of environmental issues and the need for environmentally friendly transportation modes amidst the significant growth of motorized vehicles. The approach used in this study is qualitative with a phenomenological design. Research two informants consisting of electric bicycle consumers and business actors selected using a purposive sampling technique. Data were collected through in-depth interviews, observation, and documentation, then analyzed using an interactive analysis model that includes data reduction, data presentation, and conclusion drawing. Data validity was tested through source triangulation, technical triangulation, and member checking. The results of the study indicate that the role of green marketing implemented by businesses, such as emphasizing energy efficiency, eco friendly design, environmental education-based promotions, and communicating sustainability values, contributes to the formation of positive consumer perceptions. These perceptions subsequently influence the emergence of trust in product quality and the environmental commitments claimed by businesses. Consistently built trust encourages consumer loyalty, demonstrated through repeat purchases, recommendations to others, and preference for certain brands. This study concludes that the relationship between green marketing, perception, trust, and loyalty is integrative and contextual within the socio-economic dynamics of Bengkulu City. These findings provide theoretical implications for the development of qualitative-based green marketing studies as well as practical implications for businesses in strengthening sustainable marketing strategies

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