Open AccessPengaruh Green Marketing dan Service Quality terhadap Loyalitas Pelanggan dengan Customer Satisfaction sebagai Variabel Intervening (Studi Kasus di Starbucks Coffee Kota Surabaya)
Author(s) -
Dwitriana Ulfi Rizqiningsih,
Arry Widodo
Publication year - 2021
Publication title -
jurnal samudra ekonomi dan bisnis/samudra ekonomi dan bisnis
Language(s) - English
Resource type - Journals
eISSN - 2614-1523
pISSN - 2089-1989
DOI - 10.33059/jseb.v12i2.3351
Subject(s) - loyalty business model , intervening variable , customer satisfaction , business , service quality , marketing , business administration , quality (philosophy) , advertising , service (business) , population , sociology , philosophy , demography , epistemology
This study aims to determine the effect of green marketing and service quality on customer loyalty through customer satisfaction as an intervening variable. In the analysis process, this research applies a case study on Starbucks Coffee as a business that implements a green marketing strategy. The method used is a quantitative paradigm with descriptive and causal research types, as well as the SEM-PLS analysis method. Non-probability sampling technique was used to select a sample of 385 Starbucks Coffee customers in Surabaya City. Based on the results, it was concluded that green marketing and service quality had a positive and significant effect on customer loyalty either directly or through customer satisfaction as an intervening variable.