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All Journal Jurnal Ilmiah Edunomika (JIE)
Febriansyah, Ardilla Rahmanda
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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GREEN MARKETING IN COFFEE SHOP : THE IMPACT ON CUSTOMER LOYALTY Febriansyah, Ardilla Rahmanda
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 3 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i3.14687

Abstract

This research was conducted with the aim of analyzing the influence of green marketing on customer loyalty, the influence of brand authenticity on customer loyalty, the influence of green marketing on brand image, the influence of brand authenticity on brand image, the influence of brand image on customer loyalty. The research method uses quantitative methods. The type of research carried out is survey research. The researcher used a sample of 140 respondents. The analysis method in this research uses the Structural Equation Model (SEM) with the SmartPLS analysis tool. According to the explanation above, researchers are interested in conducting research with the title "Green Marketing in Coffee Shop: The Impact on Customer Loyalty". Keywords: Green, pengaruh, Customer Loyalty, Brand Authenticity, Brand Image
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