PENGARUH GREEN MAKETING TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN

KHOLIFAH, DINIYATUL (2020) PENGARUH GREEN MAKETING TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN. S1 thesis, Universitas Mercu Buana.

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Abstract

This research aims to analyse the influence of Green marketing towards customer satisfaction and loyalty. The research object is the consumer coffee Shop at the University of Mercu Buana. The specified number of samples is 100 respondents by using the calculation formula of the number of indicators multiplied by 5. Method of collecting data using survey method, with research instrument is questionnaire. Data analysis methods use Partial Least Square (PLS). Conclusion of the research thatGreen marketing has a positive and significant impact on satisfaction, Green marketing is positively and significantly influential towards loyalty, customer satisfaction is positively and significantly influential towards loyalty and Green marketing affects positively and significantly against customer loyalty mediated by the satisfaction variables. Keywords: Customer Loyalty, Green Marketing, Customer Satisfaction Penelitian ini bertujuan untuk menganalisis pengaruh green marketing terhadap kepuasan dan loyalitas pelanggan. Objek penelitian ini adalah konsumen coffee shop di universitas mercu buana. jumlah sampel yang ditentukan adalah 100 responden dengan menggunakan rumus perhitungan jumlah indicator dikalikan dengan 5. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square (PLS). Penelitian membuktikan bahwa green marketing berpengaruh positif dan signifikan terhadap kepuasan, green marketing berpengaruh positif dan signifikan terhadap loyalitas, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan dan green marketing berpengaruh positif dan signifikan terhadap loyalitas pelanggan dimediasi oleh variabel kepuasan. Kata kunci: Loyalitas pelanggan, Green Marketing, Kepuasan Pelanggan.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 090
NIM/NIDN Creators: 43116010340
Uncontrolled Keywords: Loyalitas pelanggan, Green Marketing, Kepuasan Pelanggan.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.1 Museum Services to Patrons/Layanan Museum untuk Pelanggan > 069.13 Museum Services to Patrons/Layanan Museum untuk Pelanggan > 069.132 Museum Services to Patrons/Layanan Museum untuk Pelanggan
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.62 Regulations for Patrons/Peraturan untuk Pelanggan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 02 Mar 2022 11:15
Last Modified: 08 Mar 2022 01:45
URI: http://repository.mercubuana.ac.id/id/eprint/57127

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