Penelitian ini bertujuan untuk menguji pengaruh Green Brand Image, Green Satisfaction dan Green Trust terhadap Green Customer Loyalty pada produk kosmetik L’oreal di wilayah Tarakan. Populasi dari penelitian ini yaitu konsumen kosmetik L’oreal. Jumlah sampel yang digunakan adalh 244 responden dengan menggunakan metode purposive sampling. Analisis data menggunakan teknik Structural Equation Modeling (SEM). Hasil penelitian, menunjukkan bahwa Green Brand Image berpengaruh positif dan signifikan terhadap Green Satisfaction. Green Brand Image berpengaruh positif dan signifikan terhadap Green Trust. Green Satisfaction juga berpengaruh positif dan signifikan terhadap Green Trust. Serta variabel Green Trust berpengaruh positif dan signifikan terhadap Green Customer Loyalty pada produk L’oreal di Wilayah Tarakan.

The aim of this research was to examine the effect of Green Brand Image, Green Satisfaction and Green Trust on the Green Customer Loyalty on L’oreal cosmetic products at Tarakan City. The population in this research was the consume L’oreal cosmetic products. The number of sample was 244 respondents by using purposive sampling method. The data analysis technique used was the Structural Equation Modeling (SEM). The results of this research indicated that Green Brand Image had a positif and significant impact on the Green Satisfaction. Green Brand Image had a positif and significant impact on the Green Trust. Green Satisfaction also had a positif and significant impact on the Green Trust. The variabel of Green Trust had a positif and significant Green Customer Loyalty on L’oreal cosmetic products at Tarakan City.