PENGARUH GREEN MARKETING DAN PACKAGING TERHADAP BRAND IMAGE DAN LOYALITAS PELANGGAN PADA KONSUMEN STARBUCKS COFFEE
ABSTRACT: The purpose of this
research was to determine the effect of
green marketing and packaging towards
brand image and customers loyalty at Starbucks Coffee in Bali. The location of
this reseach were in Bali with the sample about 104 respondents, using current
methods of purposive sampling and incidental sampling. The collection of data
obtained from the questionnaire using Likert scale used to measure 13
indicators. This research techniques using path analysis, with a confirmatory
test and classical assumption test. The results showed that green marketing and
packaging positively and significantly affect the brand image. Green marketing
and packaging significantly positively
affect customer loyalty funds with brand image positively and significantly
affect customer loyalty. Green marketing has the most direct influence on brand
image and customer loyalty. This indicates that green marketing is taking an
important role in creating the Starbucks Coffee brand image and increase
customer loyalty at Starbucks Coffee in Bali.
KEYWORDS: green marketing,
packaging, brand image, customers loyalty
Penulis: I Gusti Ayu Widya
Sari, Putu Yudi Setiawan
Kode Jurnal: jpmanajemendd170149
