Pengaruh Green Marketing dan Service Quality terhadap Loyalitas Pelanggan dengan Customer Satisfaction sebagai Variabel Intervening (Studi Kasus di Starbucks Coffee Kota Surabaya)
Abstract
This study aims to determine the effect of green marketing and service quality on customer loyalty through customer satisfaction as an intervening variable. In the analysis process, this research applies a case study on Starbucks Coffee as a business that implements a green marketing strategy. The method used is a quantitative paradigm with descriptive and causal research types, as well as the SEM-PLS analysis method. Non-probability sampling technique was used to select a sample of 385 Starbucks Coffee customers in Surabaya City. Based on the results, it was concluded that green marketing and service quality had a positive and significant effect on customer loyalty either directly or through customer satisfaction as an intervening variable.
References
Abdillah, W., & Hartono. (2015). Partial least square (PLS). Andi.
Alfin, M. R., & Nurdin, S. (2017). Pengaruh store atmosphere pada kepuasan pelanggan yang berimplikasi pada loyalitas pelanggan. Ecodemica, 1(2): 249-258. doi: 10.31294/Jeco.V1i2. 2277.
Alhamad, A. M., Junoh, M. Z. B. M., Ahmad, T. S. B. T., & Eneizan, B. (2019). Green marketing strategies: Theoretical approach. American Journal of Economics and Business Management, 2(2), 77-94. doi: 10.31150/ajebm.Vol2. Iss2.72.
Ambari, M. (2020). Tekad Indonesia bersih-kan sampah plastik di laut. Situs Berita Lingkungan. Edisi tanggal 27 April. Retrieved from https://www.mongabay. co.id/2020/04/27/tekad-indonesia-bersihkan-sampahplastik-di-laut/.
Bennett, R., & Bove, L. (2002) Identifying the key issues for measuring loyalty. Australian Journal of Market Research, 9(2), 27-44. Retrieved from https:// eprints.qut.edu.au/10634/.
BPS. (2019). Lingkungan hidup Indonesia 2019; Hutan dan perubahan iklim. Badan Pusat Statistik.
Browne, M. A., Hentschel, B. T., Halpern, B., & Kaparanagioti, H. K. (2013). Volunteer cleaners negotiate a Bulgarian reservoir jammed with plastics. Classify Plastic Waste as hazardous.
Chandra, W. (2020. Monster sampah berkeliaran di Makassar serukan bahaya sampah plastik. Situs Berita Ling-kungan. Edisi tanggal 23 November. Retrieved from https://www.mongabay. co.id/2020/11/13/monster-sampah-berkeliaran-di-makassar-serukan-bahaya-sampah-plastik/
Dohong, A. (2020). Hadapi dampak perubahan iklim, Wamen LHK harapkan sinergi kebijakan pemerintah pusat dan daerah. Kementerian Lingkungan Hidup dan Kehutanan. Edisi tanggal 22 November. Retrieved from http://ppid.menlhk.go.id/siaran_ pers/browse/2740.
Efendi, M. M., & Purnomo, J. D. T. (2012). Analisis faktor konfirmatori untuk mengetahui kesadaran berlalu lintas pengendara sepeda motor di Surabaya Timur. Jurnal Sains dan Seni ITS, 1(1), 106-111. doi: 10.12962/j23373520. v1i1.965.
Eneizan, B. M., & Wahab, K. A. (2016). Effect of green marketing strategy on customer satisfaction in Jordan. Arabian Journal of Business and Management Review (OMAN Chapter), 5(9), 34-40. doi: 10.12816/0027129.
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of service quality on customer loyalty and customer satisfaction in Islamic banks in the Sultanate of Oman. SAGE Open, 10(2), 1-10. doi: 10.1177/2158244020 919517.
Ghozali, I., & Latan, H. (2015). Konsep, teknik, aplikasi menggunakan Smart PLS 3.0 untuk penelitian empiris. BP Undip.
Grant, J. (2007). The green marketing manifesto. Wiley.
Haryono, P. S. (2017). Metode SEM untuk penelitian manajemen AMOS LISREL PLS. PT. Luxima Metro Media.
Hasan, I. L. (2002). Pokok-pokok materi metodologi penelitian dan aplikasinya. Ghalia Indonesia.
Indrawan, P. R., & Yuniawati, P. P. (2017). Metodologi penelitian kuantitatif,
kualitatif, dan campuran untuk mana-jemen, pembangunan, dan pendidikan. Refika Aditama.
Indrawati. (2015). Metode penelitian manajemen dan bisnis. Refika Aditama.
Irkhamni, D. A., & Suharyono, S. (2017). Pengaruh penerapan green marketing terhadap kepuasan dan loyalitas pelanggan (Survei pada pelanggan treatment Naavagreen natural skin care cabang Malang). Jurnal Administrasi Bisnis, 50(3), 33-39.
Irwansyah, A. (2015). Analisis program corporate social marketing, pengetahu-an konsumen dan reputasi perusahaaan dalam menciptakan green consumerism (Program tumbler Starbucks). Jurnal Ilmiah Universitas Batanghari Jambi, 15(3), 52-56. doi: 10.33087/jiubj.v15i3. 149.
Jabeen, S. S., & Kavitha, M. (2020). Effect of green marketing strategies on customer loyalty effect of green marketing strategies on customer loyalty. Journal of Xi'an University of Architecture & Technology, 12(9), 14-20. doi.org/10. 37896/JXAT12.09/2852.
Jimanto, R. B. (2014). Pengaruh service quality terhadap loyalitas pelanggan dengan customer satisfaction sebagai variabel intervening pada ritel bioskop The Premiere Surabaya. Jurnal Strategi Pemasaran, 2(1), 1-7. Retrieved from: http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/ 1407.
Jogiyanto, P. (2008). Metodologi penelitian sistem informasi. CV. Andi Offset.
Kotler, P., & Armstrong, G. (2017). Principles of marketing (17th edition). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th Edition). Pearson Prentice-Hall.
Latan, H., & Ghozali, I. (2012). Partial least square path WarpPLS 2.0. Badan Penerbit Universitas Diponegoro.
Malau, H. (2017). Manajemen pemasaran. CV. Alfabeta.
Martinez, P. (2015). Customer loyalty: Exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 27(5), 896-917. doi: 10.1108/IJCHM-03-2014-0115.
Narotama, A. (2019). The effect of service quality on customer loyalty with brand images and customer satisfaction as mediation. Jurnal Manajemen dan Kewirausahaan, 7(1), 86-93. doi: 10.26905/jmdk.v7i1.2692.
Nuraeni, R., Eldine, A., & Muniroh, L. (2019). Pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan. Manager, 2(4), 487-493. doi: 10.32832/manager.v2i4. 3795.
Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2020). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384-405. doi: 10.1108/IJBM-03-2019-0096.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-45. doi: 10.1177/00222429 8504900403.
Parlan, A. V., Kusumawati, A., & Mawardi, M. K. (2016). The effect of green marketing mix on purchase decision and customer satisfaction (Study on independent consultant of JAFRA Cosmetics Indonesia in Malang). Jurnal Administrasi Bisnis, 39(1), 172-178. Retrieved from http://administrasi bisnis.studentjournal.ub.ac.id/index.php/jab/article/view/1548.
Pereira, D., Giantari, N. G. K., & Sukaatmadja, P. G. (2016). Pengaruh service quality terhadap satisfaction dan customer loyalty Koperasi Dadirah di Dili Timor-Leste. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 5(3), 455-488. Retrieved from https://ojs. unud.ac.id/index.php/EEB/article/view/15164.
Peter, J. P., & Olson, J. C. (2010). Consumer behavior & marketing strategy (9th Edition). McGraw-Hill/Irwin.
Priansa, D. J. (2017). Perilaku konsumen dalam persaingan bisnis kontemporer. CV. Alfabeta.
Rasyadi, M. A. (2019). Sampah kemasan makanan dan minuman mendominasi. Greenpeace Indonesia. Edisi tanggal 14 November. Retrieved from https:// www.greenpeace.org/indonesia/cerita/4238/sampah-kemasan-makanan-dan-minuman-mendominasi/.
Saini, S., & Singh, J. (2020). A link between attitudinal and behavioral loyalty of service customers. Business Perspectives and Research, 8(2), 205-215. doi: 10.1177/2278533719887452.
Sandeen, C. (2009). It's not easy being green: Green marketing and environmental consumerism in continuing higher education. Continuing Higher Education Review, 73, 93-113. Retrieved from https://eric.ed.gov/?id= EJ903455.
Sari, I. G. A. W, & Setiawan, P. Y. (2019). Pengaruh green marketing dan packaging terhadap brand image dan loyalitas pelanggan pada konsumen Starbucks Coffee. E-Jurnal Manajemen Unud, 6(7), 3820-2849. Retrieved from https://jab.polinema.ac.id/index.php/jab/article/view/300.
Soelasih, Y. (2017). Kepuasan konsumen tidak selalu membentuk loyalitas. Jurnal Manajemen, 21(3), 363-380. doi: 10.24912/jm.v21i3.257.
Starbucks, C. (2020). C.A.F.E. practices: Starbucks approach to ethically sourcing coffee. Starbucks Stories & News. Edisi tanggal 28 Februari. Retrieved from https://stories.starbucks. com/press/2020/cafe-practices-starbucks-approachto-ethically-sourcing-coffee/.
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sujarweni, V. W. (2015). Metodologi peneli-tian bisnis ekonomi. Pustaka Baru.
Sumarwan, U., Jauzi, A., Karno, B. N., Mawardi, P., & Nugroho, W. (2011). Riset pemasaran dan konsumen. PT. Penerbit IPB Press.
Tjiptono, F. (2014). Pemasaran jasa – Prinsip, penerapan, dan penelitian. CV. Andi Offset.
Tsai, D., & Chen, C. F. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115-1122. doi: 10.1016/j.tourman.2006. 07.007.
Wicaksana, G. E. G. (2014). Analisis loyalitas konsumen Starbucks terhadap brand Starbucks di Surabaya. Commonline Departement Komunikasi, 3(2), 132-141. Retrieved from https://repository. unair.ac.id/15762/.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequen ces of service quality. Journal of Marketing, 60(2), 31-46. doi: 10.2307/1251929.
Zikmund, W. G., Babiin, B. J., Carr, J. C., & Griffin, M. (2010). Business research
methods (8th ed). Cengage Learning.
