PENGARUH GREEN PROMOTION TUMBLER DAY DAN EMPLOYEE GREEN BEHAVIOR TERHADAP LOYALITAS MEREK STARBUCKS KUNINGAN CITY

Priscila, Aurellia (2026) PENGARUH GREEN PROMOTION TUMBLER DAY DAN EMPLOYEE GREEN BEHAVIOR TERHADAP LOYALITAS MEREK STARBUCKS KUNINGAN CITY. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Abstract This research was conducted to examine how the Green Promotion (Tumbler Day) program and employee green behavior influence Starbucks brand loyalty at the Kuningan City store. Using a quantitative approach with 100 purposively selected customers, the data were analyzed using SPSS to examine the relationship between variables. The results demonstrated that both factors significantly and positively contribute to brand loyalty. Practically, these results demonstrate that the combination of environmentally friendly marketing strategies and employee behavioral support can be a key driver in increasing customer loyalty to Starbucks.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Green Marketing, Green Promotion, Employee Green Behavior
Subjects:	Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Aurellia Priscila
Date Deposited:	03 Mar 2026 01:38
Last Modified:	03 Mar 2026 01:38
URI:	https://repository.bakrie.ac.id/id/eprint/13299

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