The Influence of Interaction Quality, Physical Environment Quality, and Environmentally Friendly Practices on Brand Personality and Brand Reputation with Customer Experience as a Mediating Variable

Abstract

Aim: This research aims to explain the positive influence of interaction quality, physical environment quality, and environmentally friendly practices on brand personality and brand reputation with customer experience as a mediating variable. This is important and interesting to discuss because it is necessary to implement marketing strategies in a brand or company. Study Design: Service quality is evaluated based on interaction quality and physical environment quality and green marketing is evaluated based on physical environmentally friendly practices. Place and Duration of Study: This research was conducted in Indonesia from September 2023 to February 2024. Methodology: The study used a convenience sampling method and generated 350 respondents. Primary data for this study was obtained through an online questionnaire. Data analysis was conducted using Structural Equation Model modeling with AMOS 24. Results: The results of this study show that (1) the quality of interactions, the quality of the physical environment, and environmentally friendly practices have a positive and significant effect on customer experience. (2) Interaction quality, physical environment quality, environmentally friendly practices, and brand personality have a positive influence on brand reputation. (3) Customer experience has a positive and significant influence on brand personality and brand reputation. Conclusion: This research provides new insights into the influence of service quality and green marketing in a company or brand. Companies must manage these two things to improve the brand personality and brand reputation of the company, especially in the food and beverages sector.