WITJAKSONO, KIRANA GADIS and Prabawani, Bulan (2026) The Influence of Green Trust and Environmental Awareness on Customer Loyalty and its Impact on Customer Participation in Telkomsel’s Carbon Offset Program in Semarang City. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

With an increasing concern for Climate Change, Telkomsel as Indonesia’s
largest mobile network operators launched a Carbon Offset Program called
Telkomsel Jaga Bumi to actively help and pioneer the sustainability action.
This research aims to analyze the influence of Green Trust and
Environmental Awareness on Customer Loyalty and its impact on
Customer Participation in Telkomsel’s Carbon Offset Program with
Customer Loyalty serving as a mediating variable. The study employs a
quantitative approach with an explanatory research design. Data collection
was conducted through the distribution of questionnaires to 100
respondents who were active Telkomsel users aware of the Jaga Bumi
Initiative in Semarang City.
Data analysis in this research utilized the Partial Least Squares Structural
Equation Modeling (PLS-SEM) method with the assistance of SmartPLS
4.1.1.8 software. The findings indicate that Green Trust has a positive and
significant effect on both Customer Loyalty and Customer Participation.
Environmental Awareness also demonstrates a significant positive effect
on Customer Participation, though its direct influence on Customer Loyalty
was not significant. Customer Loyalty on the other hand, while positively
directed was not proven to mediate the relationship between either Green
Trust or Environmental Awareness and Customer Participation.
The implications of this research suggest that Telkomsel should prioritize
building environmental credibility and directly activating customers'
ecological values as the primary pathway to driving program engagement,
rather than relying solely on loyalty-based mechanisms. Communication
strategies that lead with environmental impact transparency and reduce
participation barriers are likely to be more effective in converting
awareness into active participation sustainably.
Keywords: Green Trust, Environmental Awareness, Customer Loyalty,
Customer Participation, Carbon Offset Program.
159 Administrasi Bisnis 2026

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