SEPTIAWAN, RICKY (2023) PENGARUH GREEN MARKETING TERHADAP BRAND IMAGE DAN BRAND LOYALTY PADA FORE COFFEE. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of green marketing on brand image and brand loyalty in fore coffee. This study uses the theory of green marketing and to answer this research, this theory is assisted by the concept of green marketing using the marketing mix mix according to Pride and Ferrell as variable X which consists of environmentally friendly products, environmentally friendly places and environmentally friendly promotions. Furthermore, it is associated with brand image as the Y1 variable proposed by Rangkuti including the indicators of Recognition, Reputation, Affinity, and Loyalty. Then associated with brand loyalty as the Y2 variable proposed by Griffin including indicators of regular purchases, buying between product/service lines, recommending to others, and immunity to the attractiveness of similar products. This study used a quantitative approach. Data collection techniques were carried out through observation and distributing questionnaires. The data analysis technique used is descriptive statistical test analysis and the validity of the data uses validity and reliability tests. The results showed that green marketing had an effect on brand image at Fore Coffee outlets with a determination of 59.10%. Green marketing has an effect on brand loyalty at Fore Coffee outlets with a determination of 24.0%. Brand image and brand loyalty at Fore Coffee outlets can be categorized as very good if the green marketing approach is consistently used in the marketing communication process carried out by these outlets.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh green marketing terhadap brand image dan brand loyalty pada fore coffee. Penelitian ini menggunakan teori green marketing dan untuk menjawab penelitiannya teori ini dibantu dengan konsep green marketing menggunakan bauran marketing mix menurut Pride and Ferrel sebagai variable X yang terdiri dari produk ramah lingkungan, tempat ramah lingkungan dan promosi ramah lingkungan. Selanjutnya dikaitkan dengan brand image sebagai variabel Y1 yang dikemukakan oleh Rangkuti meliputi indikator Recognition (Pengenalan), Reputation (Reputasi), Affinity (Daya tarik), dan Loyality (kesetiaan). Kemudian dikaitkan dengan brand loyalty sebagai variabel Y2 yang dikemukakan oleh Griffin meliputi indikator pembelian secara teratur, membeli antarlini produk/jasa, merekomendasikan kepada orang lain, dan kekebalan terhadap daya tarik produk sejenis. Penelitian ini menggunakan pendekatan kuantitatif, Teknik pengumpulan data dilakukan melalui observasi dan penyebaran kuesioner. Teknik analisis data yang di gunakan yaitu analisis uji statistic deskriptif dan keabsahan data menggunakan uji validitas dan realibilitas. Hasil penelitian menunjukkan bahwa Green marketing berpengaruh terhadap brand image di outlet Fore Coffee dengan besaran determinasi 59,10%. Green marketing berpengaruh terhadap brand loyalty di outlet Fore Coffee dengan besaran determinasi 24,0%. Brand image dan brand loyalty di outlet Fore Coffee dapat dikategorikan sangat baik apabila digunakan pendekatan green marketing dalam proses komunikasi pemasaran yang dilaksanakan oleh outlet tersebut secara konsisten. | |||||||||
| Uncontrolled Keywords: | Green Marketing, Brand Image, Brand Loyalty Green Marketing, Brand Image, Brand Loyalty | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Ricky Ricky Septiawan | |||||||||
| Date Deposited: | 06 Jul 2023 14:02 | |||||||||
| Last Modified: | 06 Jul 2023 14:02 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/26065 |
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