Consumer loyalty in the digital era: The role of green innovation strategy, brand equity, marketing communication, and purchasing decisions as a mediator

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Abstract

This study investigates the influence of green product innovation, brand equity, and marketing communication on consumer loyalty, with purchasing decisions as a mediating variable. The research focuses on Samsung smartphone users in Gresik and Sidoarjo, Indonesia. Using a quantitative approach, data were collected from 153 respondents through online questionnaires, and analysis was conducted using structural equation modeling (SEM). The results show that green product innovation, brand equity, and marketing communication significantly positively affect purchasing decisions and consumer loyalty. Additionally, purchasing decisions play a mediating role in the relationships between these independent variables and consumer loyalty. This study offers practical business insights, emphasizing the importance of green product innovation, brand equity enhancement, and strategic marketing communication in shaping consumer behavior and loyalty. The results provide a comprehensive understanding of the factors driving consumer loyalty, which can guide companies in developing strategies to improve customer retention and competitive advantage in the marketplace.

Keywords: Green Product Innovation, Brand Equity, Marketing Communication, Purchasing Decisions, Consumer Loyalty

Authors’ individual contribution: Conceptualization — A.A.; Methodology — M.N.; Software — S.Z.; Validation — M.N.; Formal Analysis — D.A.; Investigation — A.H.; Data Curation — S.Z.; Writing — Original Draft — A.H.; Writing — Review & Editing — M.N., D.A., and S.Z.; Visualization — M.N.; Supervision — A.H.; Project Administration — D.A.; Funding Acquisition — D.A.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: D12, M10, M31, Q56

Received: 15.10.2024
Revised: 13.03.2025; 01.06.2025; 23.10.2025
Accepted: 13.11.2025
Published online: 18.11.2025

How to cite this paper: Halik, A., Nugroho, M., Arif, D., & Zumaroh, S. (2025). Consumer loyalty in the digital era: The role of green innovation strategy, brand equity, marketing communication, and purchasing decisions as a mediator. Corporate and Business Strategy Review, 6(4), 163–172. https://doi.org/10.22495/cbsrv6i4art15