GREEN MARKETING IN COFFEE SHOP : THE IMPACT ON CUSTOMER LOYALTY

Authors

  • Ardilla Rahmanda Febriansyah

DOI:

https://doi.org/10.29040/jie.v8i3.14687

Abstract

This research was conducted with the aim of analyzing the influence of green marketing on customer loyalty, the influence of brand authenticity on customer loyalty, the influence of green marketing on brand image, the influence of brand authenticity on brand image, the influence of brand image on customer loyalty. The research method uses quantitative methods. The type of research carried out is survey research. The researcher used a sample of 140 respondents. The analysis method in this research uses the Structural Equation Model (SEM) with the SmartPLS analysis tool. According to the explanation above, researchers are interested in conducting research with the title "Green Marketing in Coffee Shop: The Impact on Customer Loyalty". Keywords: Green, pengaruh, Customer Loyalty, Brand Authenticity, Brand Image

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Published

2024-09-15

How to Cite

Febriansyah, A. R. (2024). GREEN MARKETING IN COFFEE SHOP : THE IMPACT ON CUSTOMER LOYALTY. JURNAL ILMIAH EDUNOMIKA, 8(3). https://doi.org/10.29040/jie.v8i3.14687

Issue

Vol. 8 No. 3 (2024): EDUNOMIKA

Section

Articles

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