Analisis Pengaruh Sustainable Marketing Terhadap Loyalitas Konsumen Melalui Brand Image Dan Brand Trust Di Baraka Cafe & Eco Bulk Store

Eirene, Natasya Devi and Neza Fadia Rayesa, S.TP., M.Sc. (2024) Analisis Pengaruh Sustainable Marketing Terhadap Loyalitas Konsumen Melalui Brand Image Dan Brand Trust Di Baraka Cafe & Eco Bulk Store. Sarjana thesis, Universitas Brawijaya.

Abstract

Saat ini, persaingan di pasar cenderung meningkat akibat globalisasi. Harapan pelanggan terhadap suatu produk terus berubah dan berdampak pada peningkatan daya saing. Perusahaan membutuhkan upaya khusus untuk mendapatkan loyalitas konsumen agar mampu bertahan dan bersaing dengan baik di pasar. Keputusan konsumen untuk membeli tentu sepenuhnya dikendalikan oleh konsumen. Namun, strategi pemasaran juga dapat mempengaruhinya. Sustainable marketing merupakan konsep strategi pemasaran yang berfokus pada kepuasan dalam aspek sosial, lingkungan, dan ekonomi. Saat ini, sustainable marketing sudah menjadi konsep umum karena kesadaran akan pentingnya keberlanjutan bisnis di masa depan sudah mulai tumbuh di masyarakat. Seiring dengan meningkatnya minat masyarakat terhadap keberlanjutan, perusahaan menggunakan aktivitas manajemen keberlanjutan untuk lebih dekat dengan konsumen. Penerapan sustainable marketing nyatanya berpengaruh positif terhadap brand image dan brand trust. Selain itu, terdapat hubungan positif antara loyalitas dengan brand image dan brand trust. Untuk mendapatkan loyalitas konsumen, perusahaan perlu membangun brand image dan brand trust konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh sustainable marketing terhadap loyalitas konsumen melalui mediasi brand image dan brand trust di Baraka Cafe & Eco Bulk Store. Penelitian dilakukan di Baraka Cafe & Eco Bulk Store pada bulan Februari 2024 dengan melibatkan 70 responden. Penarikan sampel menggunakan metode nonprobability sampling kategori purposive sampling dimana setiap sampel tidak memiliki kesempatan yang sama dan dipilih berdasarkan yang dianggap cocok untuk berpartisipasi dalam penelitian. Analisis yang digunakan adalah SEM-PLS dengan aplikasi WarpPLS 7.0. Berdasarkan penelitian yang telah dilakukan, didapatkan hasil bahwa sustainable marketing memiliki pengaruh positif terhadap brand image dengan nilai koefisien sebesar 0,697 dan brand trust dengan nilai koefisien sebesar 0,762. Sustainable marketing juga memiliki pengaruh positif terhadap loyalitas konsumen dengan nilai koefisien sebesar 0,608. Seluruh hipotesis memiliki nilai P-Value <0,001 sehingga hasilnya signifikan. Hal ini dapat terjadi karena bagian dari proses pengambilan keputusan dan aktivitas bisnis sustainable marketing dapat membangun brand image dan brand trust yang berpengaruh positif dalam membangun loyalitas konsumen

English Abstract

Currently, competition in the market tends to increase due to globalization. Customer expectations for a product continue to change and have an impact on increasing competitiveness. Companies need special efforts to gain customer loyalty in order to survive and compete well in the market. The consumer's decision to buy is of course completely controlled by the consumer. However, marketing strategy can also influence it. Sustainable marketing is a marketing strategy concept that focuses on satisfaction in social, environmental and economic aspects. Currently, sustainable marketing has become a general concept because awareness of the importance of business sustainability in the future has begun to grow in society. As society's interest in sustainability increases, companies use sustainability management activities to get closer to consumers. The implementation of sustainable marketing actually has a positive effect on brand image and brand trust. Apart from that, there is a positive relationship between loyalty and brand image and brand trust. To gain consumer loyalty, companies need to build consumer brand image and brand trust. This research aimed to analyse the influence of sustainable marketing on consumer loyalty through the mediation of brand image and brand trust at Baraka Cafe & Eco Bulk Store. The research was conducted at Baraka Cafe & Eco Bulk Store in February 2024 involving 70 respondents. Sampling used a nonprobability sampling method, purposive sampling category, where each sample did not have the same chance and was selected based on those deemed suitable to participate in the research. SEM-PLS was used with the WarpPLS 7.0. Based on the research that has been carried out, the results showed that sustainable marketing has a positive influence on brand image with a coefficient value of 0.697 and brand trust with a coefficient value of 0.762. Sustainable marketing also has a positive influence on consumer loyalty with a coefficient value of 0.608. All hypotheses have a P-Value <0.001 so the results are significant. This could happen because part of the decision-making process and sustainable marketing business activities could build brand image and brand trust which have a positive influence in building consumer loyalty

Item Type:	Thesis (Sarjana)
Identification Number:	0524040447
Divisions:	Fakultas Pertanian > Agribisnis
Depositing User:	Unnamed user with username nova
Date Deposited:	19 Jul 2024 03:48
Last Modified:	19 Jul 2024 03:48
URI:	http://repository.ub.ac.id/id/eprint/221477

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