The Effect of Green Marketing Strategy on Customer Loyalty Mediated by Brand Image

This research aims to know the role of brand image mediate influence green marketing on The Body Shop loyalty beauty products. was conducted with 150 respondents in city Malang and used purposive sampling method. Methods data collection a questionnaire distributed through google forms. analysis technique Structural Equation Model (SEM) Partial Least Square (PLS) approaches. Based results, had positive significant impact image. Green consumer loyalty. could significantly products Shop. These results revealed that greater gained perceived by consumers was, sense arose from Shop’s consumers.