Pengaruh Green Marketing dan Brand Image Terhadap Loyalitas Pelanggan pada Starbucks Coffee Living World Pekanbaru
DOI:
https://doi.org/10.51903/e-bisnis.v18i2.3004Keywords:
Green Marketing; Brand Image; Customer Loyalty;Abstract
This study aims to analyze the Influence of Green Marketing and Brand Image on Customer Loyalty at Starbucks Coffee Living World Pekanbaru. The background of this study focuses on increasing competition in the coffee industry, consumer awareness of environmental issues, and the importance of brand image in retaining customers. This study uses a quantitative approach with a questionnaire method to 100 respondents through a purposive sampling technique. Data analysis was carried out using multiple linear regression. The results of the study indicate that Green Marketing (X1) has a positive and significant effect on Customer Loyalty (Y), Brand Image (X2) has a positive and significant effect on Customer Loyalty (Y), and Green Marketing (X1) and Brand Image (X2) have a positive and significant effect on Customer Loyalty (Y) at Starbucks Coffee Living World Pekanbaru. These findings confirm that consistent implementation of green marketing strategies and strengthening brand image are important factors in building customer loyalty amidst the competition in the coffee business.
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