Pengaruh Green Marketing dan Brand Image terhadap Loyalitas Pelanggan Starbucks (Studi Pada Konsumen Starbucks Di Kota Medan)

Abstract

Starbucks is one of the famous coffee shops that already have strong branding in the community. However, at this time appeared a variety of new coffee shops that offer cheaper prices. This makes competition in the field of coffee shop business becomes increasingly fierce, even though Starbucks is still very popular with the public today. This is what attracted researchers to conduct this study. This study aims to determine the effect of green marketing on customer loyalty at Starbucks, determine the effect of brand image on customer loyalty at Starbucks, and determine the effect of green marketing and brand image on customer loyalty at Starbucks. The research method used in this study is quantitative research with an associative approach. The population in this study were consumers of Starbucks in Medan, the sample set amounted to 100 respondents with sampling techniques using purposive sampling. Data collection techniques in this study used primary data obtained by distributing questionnaires through a google form, for secondary data obtained through various sources such as books, journals, articles, and previous research. Data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, partial test, simultaneous test, and coefficient of determination test. The results of this study indicate that green marketing (X1) and brand image (X2) significantly affect both partially and simultaneously (together) customer loyalty (Y). The results of the coefficient of determination test showed that there is a fairly close relationship between green marketing and brand image to customer loyalty with a correlation coefficient (R) of 0.668. The value of Adjusted R Square or coefficient of determination in this study shows that the variable green marketing and brand image can explain the variable customer loyalty by 43.4%.