Green Concept: Customer Satisfaction in the Service Business

This study aims to determine the factors that influence customer satisfaction. The research method used was quantitative. The sampling technique used purposive sampling with 96 respondents. The analysis technique in this study consisted of three stages, namely the first stage of the validity test, the second stage of the reliability test, and the third stage using SEM (Structural Equation Modeling) through SmartPls 3.0 software. The results of this study explained that environmental awareness had a significant effect on current green practices, current green practices had an influence on customer satisfaction, green perceived quality had no effect on customer satisfaction, green marketing had no effect on green perceived quality, and green marketing had no effect on customer satisfaction