Normansyah, Ade Irgi and Febriananda Faizal,, SP., MP and Jedda Ayu Inggrida,, SP., M.Si (2023) Pengaruh Sustainable Marketing terhadap Loyalitas Pelanggan di Starbucks Coffee Kediri. Sarjana thesis, Universitas Brawijaya.
Abstract
Masalah lingkungan yang semakin parah terkait isu global warming terutama pada limbah plastik memiliki dampak buruk bagi lingkungan. Selain itu, sulitnya mendapatkan sumber daya alam yang sehat juga membuat masyarakat semakin sadar akan lingkungan. Perusahaan seharusnya memiliki inovasi untuk merespon adanya perubahan dari keinginan dan selera konsumen karena munculnya isu global warming terutama pada banyaknya limbah plastik. Dengan demikian, hal tersebut dapat memberikan konsep baru yang memperhatikan lingkungan, memberikan kenyamanan terhadap konsumen, dan membangun keberlanjutan yang baik. Perusahaan Starbucks yang merupakan perusahaan kopi besar di Indonesia tidak ingin pelanggannya berpindah ke merek lainnya. Starbucks memiliki misi “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time”. Hal tersebut bermakna bahwa Starbucks memiliki tujuan untuk mengajak konsumen agar tetap memelihara lingkungan ketika meminum secangkir kopi. Penelitian ini dilakukan untuk mendalami strategi sustaianable marketing yang dilakukan Starbucks untuk menarik pelanggannya dengan tetap memperhatikan kelestarian lingkungan. Penelitian ini dilakukan di Starbucks Coffee Kota Kediri dengan waktu penelitian penelitian selama kurang lebih satu bulan dari bulan Februari 2023 hingga Maret 2023. Responden penelitian ini sebanyak 100 orang dengan pengambilan sampel menggunakan metode non-probability sampling dan dianalisis menggunakan SEM-PLS melalui aplikasi WarPLS versi 7.0. Berdasarkan penelitian yang dilakukan didapatkan hasil bahwa variabel customer solution, convenience, dan communication memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan. sedangkan variabel customer cost tidak memiliki pengaruh yang signifikan terhadap loyalitas pelanggan.
English Abstract
Environmental problems which are getting worse related to the issue of global warming, especially in plastic waste has a bad impact on the environment. Besides that, the difficulty of getting healthy natural resources also makes people more aware of the environment. Companies must have innovations to respond the changes in consumer desires and tastes because of the emergence of the issue of global warming, especially in the amount of plastic waste. So that, it can provide a new concept that can be more aware to the environment, making consumers to more comfort, and building good sustainability. The Starbucks company, which is a large coffee company in Indonesia, does not want its customers to switch to other brands. Starbucks has a mission “To inspire and nurture the human spirit – one person, one cup and one environment at a time”. It means that Starbucks want to engage people to keep the environment when drinking a cup of coffee. Therefore, this study aims to analyze marketing sustainable strategy in Starbucks to attract the consumers with still paying attention to the environment. This research was conducted at Starbucks Coffee, Kediri City in February until March 2023. There were 100 respondents in this study. Samples were taken using the non-probability sampling method and analyzed using SEM-PLS through the WarPLS version. 7.0. Based on the research conducted, it was found that the customer solution, convenience, and communication variables had a positive and significant effect on customer loyalty. While the variable customer cost has no significant effect on customer loyalty
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052304 |
| Uncontrolled Keywords: | Sustainable Marketing, Customer Solution, Customer Cost, Convenience, Communication |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Unnamed user with username chikyta |
| Date Deposited: | 09 Jan 2024 03:24 |
| Last Modified: | 09 Jan 2024 03:24 |
| URI: | http://repository.ub.ac.id/id/eprint/206415 |
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