The Influence of Price Factors and Environmental Awareness on Customer Loyalty: The Role of Product Sustainability as a Mediating Variable

This study aims to examine the influence of price factors and environmental concern on customer loyalty in the bottled mineral water industry in Yogyakarta, by highlighting the role of mediating the perception of product sustainability. The results of the analysis showed that the price factor had a positive and significant influence on loyalty, while the influence of environmental concern was not always statistically significant in the region. The perception of sustainability acts as a mediator that strengthens the relationship between environmental concern and loyalty, but its effectiveness depends on communication and tangible actions from the company. Economic factors, quality, and convenience remain the main determinants in consumer decision-making. This research emphasizes the importance of honest communication strategies and concrete actions to increase the perception of sustainability and customer loyalty, especially in a competitive and environmentally conscious market. The limitations of the study include the scope and variables that have not been fully explored, so recommendations for future research include expanding the variables and research locations to obtain more comprehensive results.