The Effect of Green Marketing and Product Quality on Customer Loyalty Through Customer Satisfaction: Evidence from Ramen Restaurants in Sukabumi

Purpose:This study examines how green marketing and product quality relate to customer satisfaction and loyalty, with customer satisfaction serving as a mediator, across Ramen VA, Ramen Hai, and Shodai Fire Ramen in Sukabumi.Methodology:A quantitative survey of 100 purposively selected customers was analysed using partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4. Measurement and structural models were assessed, followed by two-tailed bootstrapping with 5,000 subsamples and mediation tests.Findings:Green marketing (β = 0.519; p < 0.001) and product quality (β = 0.321; p = 0.009) significantly predicted satisfaction (R² = 0.650). Satisfaction predicted loyalty (β = 0.665; p < 0.001), whereas both direct predictor-to-loyalty paths were nonsignificant. Indirect effects through satisfaction were significant (β = 0.345 and 0.214), supporting indirect-only mediation.Implication:Restaurant operators should combine credible environmental practices and consistent food quality with a superior dining experience to support satisfaction-based customer retention. Interpretation requires caution because product quality did not satisfy the Fornell–Larcker discriminant-validity criterion.