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Pengaruh Green Marketing, Product Quality, dan Store Atmosphere terhadap Customer Loyalty pada Fore Coffee
Abstract
Kebiasaan mengkonsumsi kopi di kedai telah menjadi bagian dari budaya masyarakat Indonesia. Meskipun membawa dampak positif, hal ini juga menimbulkan masalah lingkungan seperti meningkatnya sampah yang dihasilkan dari kedai kopi. Selain itu, persaingan yang ketat akibat menjamurnya kedai kopi membuat banyak bisnis sulit bertahan. Untuk menghadapi tantangan ini, banyak pelaku usaha mulai mengadopsi prinsip sustainability, salah satunya dengan menerapkan Green Marketing untuk meningkatkan loyalitas pelanggan dengan tetap memperhatikan faktor-faktor penting lainnya. Penelitian ini bertujuan menganalisis pengaruh Green Marketing, Product Quality, dan Store Atmosphere terhadap Customer Loyalty pada Fore Coffee menggunakan metode kuantitatif dengan teknik nonprobability sampling. Data dikumpulkan dari 113 responden yang berusia minimal 18 tahun, pernah membeli produk Fore Coffee lebih dari satu kali, dan pernah mengunjungi gerainya di Kota Bandung. Analisis menggunakan SPSS 27 menunjukkan bahwa Green Marketing dan Product Quality berpengaruh signifikan secara parsial terhadap Customer Loyalty, sedangkan Store Atmosphere tidak. Secara simultan, ketiga variabel berpengaruh signifikan dan didapatkan nilai Adjusted R Square sebesar 45,2%. Hasil ini menegaskan bahwa kepedulian lingkungan suatu perusahaan dan kualitas produk berperan penting dalam meningkatkan loyalitas pelanggan.
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DOI: https://doi.org/10.17509/ijdb.v5i2.88711
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