Jurnal Ilmiah Edunomika (JIE)
Vol. 8 No. 3 (2024): EDUNOMIKA

GREEN MARKETING IN COFFEE SHOP : THE IMPACT ON CUSTOMER LOYALTY

Febriansyah, Ardilla Rahmanda (Unknown)

Article Info

Publish Date
15 Sep 2024

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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Journal Info
Jurnal Ilmiah Edunomika (JIE)
Website

Abbrev

jie

Publisher

STIE AAS Surakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Description

Jurnal Ilmiah EDUNOMIKA dengan ISSN 2598-1153, diterbitkan 2 (dua) kali setahun (Pebruari dan Agustus) oleh LPPM STIE AAS Surakarta bekerjasama dengan Pusat Kajian Pendidikan dan Ekonomi (PUSKAPE), Yayasan Keluarga Muslim Al Azarul Ulum Sukoharjo. Terbit pertama pada bulan Pebruari 2017. Redaksi ...