The effect of green marketing and brand image on customer loyalty (study on Starbucks consumers in Medan City)

  • Zelin Auliani Zahra Harahap Universitas Sumatera Utara
  • Kartini Harahap Universitas Sumatera Utara
DOI: https://doi.org/10.54209/jasmien.v4i01.398
Keywords: Green Marketing, Brand Image, Customer Loyalty

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Abstract

Various new coffee shops offer cheaper prices. This makes competition in the field of coffee shop business become increasingly tight, even though Starbucks is still very attractive to the public. This study aims to determine the effect of green marketing and brand image on customer loyalty at Starbucks in Medan. The form of research used is quantitative with an associative approach. The population in this study was Starbucks consumers in Medan city, with a sample of 100 respondents. Sampling technique using purposive sampling. Primary Data was obtained through the dissemination of questionnaires via Google Forms. Data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, partial test, simultaneous test, and coefficient of determination test. The results of this study indicate that green marketing and brand image have a significant effect partially or simultaneously on customer loyalty. The correlation coefficient value of 0.668 indicates that there is a fairly close relationship between green marketing and brand image of customer loyalty.

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Published
2023-10-02
How to Cite
Harahap, Z. A. Z., & Harahap, K. (2023). The effect of green marketing and brand image on customer loyalty (study on Starbucks consumers in Medan City). Jurnal Akuntansi, Manajemen Dan Ilmu Ekonomi (Jasmien), 4(01), 53-59. https://doi.org/10.54209/jasmien.v4i01.398
Issue
Vol. 4 No. 01 (2023): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien)
Section
Articles

Copyright (c) 2023 Zelin Auliani Zahra Harahap

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