Email this article 
Hide
Show all
The effect of green product and green promotion on increased consumer loyalty at starbucks coffee
Abstract
Increasing public awareness of the environment has made companies implement green product and green promotion strategies to increase consumer loyalty. So, the purpose of this study was to determine the influence between green product and green promotion on consumer loyalty at Starbucks Coffee. This study used a sample of 203 respondents who were processed by multiple linear regression. The results showed that the green product and green promotion partially had a positive and significant effect on consumer loyalty. Green products have the biggest influence on consumer loyalty. This shows that green products have an important role in increasing consumer loyalty at Starbucks Coffee. Also the green promotion can increase the consumer loyalty too.
Keywords
Full Text:
PDFReferences
Agustin, R. D. (2015). Pengaruh green marketing terhadap minat beli serta dampaknya pada keputusan pembelian (Survei pada konsumen non-member Tupperware di kota Malang). Jurnal Administrasi Bisnis, 22(2).
Fardani, N. E., & Azis, E. (2015). Analisis Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan Mobile Broadband Services Telkomsel di Kota Bandung tahun 2014. eProceedings of Management, 2(2).
Febriani, S. (2019). Pengaruh Green Marketing Mix Terhadap Green Product Purchase Intention Pada Produk Innisfree Di Jakarta Dengan Consumer’s Attitude Sebagai Variabel Mediasi. Jurnal Manajemen Bisnis dan Kewirausahaan, 3(1).
Hanifah, H. N., Nurul Hidayat, & Rita Murtiani. (2019). Pengaruh Produk Ramah Lingkungan/Green Product Dan Harga Terhadap Keputusan Pembelian Produk Tupperware. Jurnal Riset Manajemen dan Bisnis Dewantara (JMD), 2(1), 37-44.
Iswanto, Rendy. (2019). "Green Design Starbucks". Diambil pada 19 September 2020 dari https://www.uc.ac.id/vcd/green-design-starbucks/.
Jabeen, S. S., & Kavitha, M. (2020). Effect of Green Marketing Strategies on Customer Loyalty. Journal of Xi'an University of Architecture & Technology. Volume XII, Issue IX.
Kotler, P. & Keller, K.L. (2016). Marketing Management, 15th Edition. New Jersey: Pearson Pretice Hall, Inc.
Kusuma, E. I., Surya, D., & Suhendra, I. (2017). Pengaruh Strategi Green Marketing dan Pengetahuan Lingkungan terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervening (Studi pada member Tupperware di Kota Rangkasbitung). Jurnal Riset Bisnis dan Manajemen Tirtayasa, 1(1).
Maulina, Rishna. (2019). "Meningkatkan Loyalitas Konsumen dalam Persaingan Bisnis". Diambil pada 18 September 2020 dari https://www.jurnal.id/id/blog/meningkatkan-loyalitas-konsumen-dalam-persaingan-bisnis/.
Palaguna, I. G. N. F., & Ekawati, N. W. (2016). Green Promotion Memedasi Green Packaging terhadap Repurchase Intention (Studi pada Amdk Ades di Kota Denpasar). E-Jurnal Manajemen Universitas Udayana, 5(12).
Sari, I. G. A. W., & Setiawan, P. Y. (2017). Pengaruh Green Marketing dan Packaging terhadap Brand Image dan Loyalitas Pelanggan pada Konsumen Starbucks Coffee. E-Jurnal Manajemen Universitas Udayana, 6(7).
Sari, K., & Nurhayati, I. K. (2019). Pengaruh Strategi Komunikasi Pemasaran Starbucks Card terhadap Loyalitas Konsumen (Studi Pada Konsumen Berstatus Mahasiswa PT. Starbucks Coffee di Kota Bandung). Jurnal Ilmiah Komunikasi Makna, 7(2), 1-22.
Suhaily, L., & Darmoyo, S. (2019). Effect of Green Product and Green Advertising to Satisfaction and Loyalty which mediated by Purchase Decision. International Journal of Contemporary Applied Researches. Vol. 6, No. 1.
Zuraya, Nidia. (2019). "Kemenperin: Industri Makanan dan Minuman Tumbuh 8 Persen". Diambil pada 18 September 2020 dari https://republika.co.id/berita/q0t79v383/kemenperin-industri-makanan-dan-minuman-tumbuh-8-persen.
DOI: http://dx.doi.org/10.22334/jbhost.v7i3.252
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Visited Number: