The Role of Perceived Authenticity in Moderating the Effect of Sustainable Marketing on Consumer Loyalty to Indomaret Fresh in Ambon City

Walter Tabelessy

doi:10.59890/ijmbi.v3i4.148

Authors

Walter Tabelessy University of Pattimura

DOI:

https://doi.org/10.59890/ijmbi.v3i4.148

Abstract

This study aims to examine the effect of sustainable marketing on consumer loyalty to Indomaret Fresh in Ambon City, considering the role of perceived authenticity as a moderating variable. A quantitative approach was used through a cross-sectional survey of 200 respondents who had purchased environmentally friendly products. The data were analyzed using SEM-PLS techniques through the SmartPLS 4 application. The results showed that sustainable marketing had a positive and significant effect on consumer loyalty. In addition, perceived authenticity was found to strengthen this relationship, meaning that loyalty increased when consumers perceived sustainability practices to be implemented consistently and authentically. These findings not only enrich the theoretical study of sustainable marketing but also provide practical implications for modern retailers to emphasize honesty and consistency in their sustainability strategies.

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