| dc.description.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%. | en_US |
