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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Ariyani, Fenny
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Decision Sciences, Operations Research & Management

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Brewing Loyalty: Green Marketing and Customer Experience at Fore Coffee Ariyani, Fenny; Iskandar, Rhoma; Darmeinis
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 3 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.3.03

Abstract

Purpose – This study aims to examine the influence of Green Marketing and Customer Experience on Customer Loyalty at the Fore Coffee Tebet outlet, addressing research gaps and inconsistent findings in previous studies within the rapidly growing Indonesian coffee shop industry. Design/Methodology/Approach – A quantitative approach with an associative research design was employed. Primary data were collected through an online questionnaire using a five-point Likert scale from 96 respondents selected via a non-probability purposive sampling technique among customers of Fore Coffee Tebet. The data were analyzed using multiple linear regression with SmartPLS 4. Findings – The findings indicate that Green Marketing and Customer Experience each make a positive and significant contribution to Customer Loyalty, both individually and simultaneously, with Customer Experience exerting a stronger influence than Green Marketing. Originality/Value – This study contributes to the marketing literature by examining the integrated roles of Green Marketing and Customer Experience in fostering Customer Loyalty within a sustainability-oriented coffee shop context. It also offers practical insights for coffee shop managers to strengthen sustainability-focused marketing strategies alongside customer experience enhancements to build long-term loyalty.
Co-Authors Darmeinis Iskandar, Rhoma