Economics and Business Journal
Vol. 1 No. 4 (2023): May

Green Marketing Campaign and Loyalty Customer : A study from Starbucks Makassar Customers

Aslam, Annisa Paramaswary (Unknown)
Parawansa, Dian Anggraece Sigit (Unknown)
Putra, Muh Al Fatah Arief (Unknown)

Article Info

Publish Date
09 May 2023

Abstract

The purpose of this study to see the effect of the campaigning for green marketing. This research aims to determine the effect of green marketing, service quality on customer loyalty through customer satisfaction as an intervening variable. The method used is a quantitative method with descriptive and causality research types, as well as the SEM-PLS analysis method. The final sample was 224 Starbucks Coffee customers in Makassar City. Based on the results of the study it was concluded that green marketing and service quality have a positive and significant effect on customer loyalty either directly or through customer satisfaction as an intervening variable. 

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Journal Info
Economics and Business Journal
Website

Abbrev

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Publisher

PT. Maju Malaqbi Makkarana

Subject

Economics, Econometrics & Finance

Description

Economics and Business Journal (ECBIS) | ISSN (e): 2963-7589 is an international peer-reviewed, open access scientific journal dedicated to the advancement and dissemination of research results that support high-level research in the fields of Economics, Management and Business, this journal ...