Peran Kepuasan Konsumen dalam Memediasi Pengaruh Green Marketing dan Corporate Social Responsibility terhadap Loyalitas Konsumen Starbucks
Keywords:
corporate social responsibility, customer loyalty, customer satisfaction, green marketingAbstract
This study aims to analyze and discuss the effect of green marketing and corporate social responsibility on consumer loyalty with consumer satisfaction as a mediating variable for Starbucks products. The population in this study is the consumer community of Starbucks products in the city of Surakarta through a sample of 170 respondents. Data collection techniques by distributing questionnaires. Data analysis in this study using Smartt PLS version 3.0. The technique used in the sampling of this research uses the purposive sampling technique and the technique in testing the data used in this study includes an external model consisting of convergent validity, discriminant validity, composite reliability, Cronbach alpha, and multicollinearity test as well as an internal model consisting of coefficients. determination, goods of fit, effect size test (f2), and hypothesis testing. The results in this study indicate that green marketing has a significant effect on consumer satisfaction, CSR has a significant effect on consumer satisfaction, consumer satisfaction has a significant effect on consumer loyalty, green marketing has a significant effect on consumer loyalty, CSR has a significant effect on consumer loyalty, consumer satisfaction plays a mediating role between green marketing on consumer loyalty, consumer satisfaction does not play a mediating role between CSR and consumer loyalty.
References
[2] Hati, S. W., & Kartika, A., “Pengaruh Green Marketing Terhadap Kepuasan Pelanggan Produk Kosmetik Merek The Body Shop (Studi Pada Mahasiswi Jurusan Manajemen Bisnis Di Politeknik Negeri Batam Yang Menggunakan Produk Kosmetik Merek The Body Shop)”, Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 3(2), 120–127, 2015.
[3] Irkhamni, D. A., “Pengaruh Penerapan Green Marketing Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei Pada Pelanggan Treatment Naavagreen Natural Skin Care Cabang Malang)”, 50(3), 33–39, 2017.
[4] Islam, T., Haider, M. I, (2014). The Impact Corporate Social Responsibility On Customer Loyalty: Mediating Role Of Customer Satisfaction. Institute Of Business Administration Karachi.
[5] Krisopras, A., & Giantari, I., “Pengaruh Program Corporate Social Responsibility Dan Inovasi Produk Terhadap Brand Loyalty Starbucks Coffee Di Denpasar”, EJurnal Manajemen Universitas Udayana, 5(4), 255104, 2016.
[6] Lomi, C., & Yasa, N., “Peran Kepuasan Nasabah Memediasi Corporate Social Responsibility Dengan Loyalitas Nasabah (Studi Pada Nasabah Bank Bni Di Kota Denpasar)”, E-Jurnal Manajemen Universitas Udayana, 4(10), 254899, 2015.
[7] Majid, M., Bagram, M., & Khan, S., “Attaining Customer Loyalty: The Role Of Consumer Attitude And Consumer Behavior”, International Review Of Management And Business Research, 1(2012), 1–8, 2012.
[8] Osiyo, A. K. M., & Semuel, H., “Pengaruh Green Marketing Terhadap Green Brand Image Dan Purchase Intention Pelanggan Pada Starbucks Coffee Malang”, Jurnal Strategi Pemasaran, 5(2), 1–9, 2018.
[9] Pertami & Yudi, “Pengaruh Green Marketing Dan Corporate Social Responbility Terhadap Brand Image Produk SPA Bali Tangi Fakultas Ekonomi Dan Bisnis Universitas Udayana , Bali , Indonesia”, E-Jurnal Manajemen Unud, 6(12), 6410–6440, 2017.
[10] Rizqiningsih, D. U., & Widodo, A., “Pengaruh Green Marketing Dan Service Quality Terhadap Loyalitas Pelanggan Dengan Customer Satisfaction Sebagai Variabel Intervening (Studi Kasus Di Starbucks Coffee Kota Surabaya)”, Jurnal Samudra Ekonomi Dan Bisnis, 12(2), 242–256, 2021. Available: Https://Doi.Org/10.33059/Jseb.V12i2.3351
[11] Rokka, J., Uusitalo, L., Witek, L., Ku?niar, W., Zhou, F. F., Hosseinzadeh, S., Branch, G., Widayanti, S., Mafruha, A., & Amir, I. T. (2013). The 2 Nd International Conferences The Impact Of Green Marketing Mix On Consumer Purchasing Decisions At O-Jamur Restaurant Sub-Theme : Strategy And Food Security Policy The 2 Nd International Conferences Ofagriculture ( Ica-2 ). Sustainability (Switzerland), 13(5), 187–197.
[12] Widjaja, Y., R., “Loyalitas Merek Sebagai Dampak Dari Kepuasan Konsumen”, Journal Of Islamic Economics And Business, 1(1), 1–13, 2016.
[13] Yaniawati, I. R. Dan P., Metodologi Penelitian. Bandung: PT. Refika Aditama, 2017
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 I Irmawati, Bagas Arkanta Naufal Sandy
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
