Hidayat, Arisa May (2021) Pengaruh Green Brand Image, Green Trust Dan Green Satisfaction Terhadap Loyalitas Pelanggan Studi Kasus Pada Konsumen Stuja Coffee Jakarta. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji pengaruh dari variabel green brand image, green trust dan green satisfaction terhadap variabel loyalitas pelanggan pada konsumen Stuja Coffee. Jenis penelitian ini adalah penelitian deskriptif (explanatory research) yang menjelaskan hubungan kasual antar variabel. Penelitian ini menggunakan sampel sebanyak 150 responden yang didapatkan melalui penyebaran kuesioner secara online dan offline. Teknik analisis data instrument menggunakan alat bantu IBM SPSS stastistik Versi 25.00 melalui tahapan Analisis Regresi Linier Berganda dan pengujian hipotesis. Hasil penelitian ini menunjukan bahwa variabel green brand image, variabel green trust, dan variabel green satisfaction berpengaruh signifikan dan positif terhadap variabel loyalitas pelanggan pada konsumen Stuja Coffee Jakarta. Berdasarkan hasil penelitian, loyalitas dapat ditingkatkan melalui green promotion.
English Abstract
This study aims to examine the effect of the variable green brand image, green trust, and green satisfaction on customer loyalty to Stuja Coffee consumers. This type of research is descriptive research (explanatory research) which explains the casual relationship between variables. This study used a sample of 150 respondents through online and offline questionnaires. The instrument data analysis technique used the tools of the IBM SPSS version 25.00 statistics through the stages of Multiple Linear Regression Analysis and hypothesis testing. The results showed that the variable green brand image, green trust variable, and green satisfaction variable had a significant and positive effect on customer loyalty variables in Stuja Coffee consumers. Based on the research results, loyalty can be increased through green promotion.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 05021020038 |
| Uncontrolled Keywords: | green brand image, green trust, green satisfaction, loyalitas pelanggan, green brand image, green trust, green satisfaction, customer loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 01 Nov 2021 03:17 |
| Last Modified: | 24 Feb 2022 07:08 |
| URI: | http://repository.ub.ac.id/id/eprint/186256 |
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