Elvarreta, Clarissa Diva (2026) PENGARUH GREEN MARKETING DAN BRAND TRUST TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Generasi Milenial dan Generasi Z di Fore Coffee Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid growth of the coffee shop industry in Indonesia has intensified market competition, requiring businesses to maintain customer loyalty. Customer loyalty is influenced not only by product quality but also by marketing strategies such as Green Marketing and Brand Trust. This study aims to analyze the effect of Green Marketing and Brand Trust on Customer Loyalty through Customer Satisfaction among Fore Coffee customers in Surabaya. This research employs a quantitative approach using a Likert scale as the measurement instrument. The sample consists of 100 respondents selected through purposive sampling. Data analysis is conducted using descriptive analysis and path analysis with the assistance of IBM SPSS version 25. The results indicate that Green Marketing and Brand Trust have a significant effect on Customer Satisfaction. However, Customer Satisfaction does not have a significant effect on Customer Loyalty. Furthermore, Green Marketing and Brand Trust do not have a significant indirect effect on Customer Loyalty through Customer Satisfaction as a mediating variable. These findings suggest that factors beyond customer satisfaction play a role in influencing customer loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Depositing User: | Clarissa Diva Elvarreta | ||||||||
| Date Deposited: | 25 May 2026 04:39 | ||||||||
| Last Modified: | 25 May 2026 06:03 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52363 |
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