Original research

THE INFLUENCE OF GREEN PRICE AND SERVICE QUALITY ON CUSTOMER LOYALTY THROUGH STARBUCKS COFFEE CUSTOMER SATISFACTION IN JEMBER DISTRICT

Pages 181-188

10.61552/JIBI.2025.03.005

Diah Yulisetiarini, Agong Adi, Novi Puspitasari

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Abstract: This research aims to determine the effect of green prices and service quality on customer loyalty through Starbucks Coffee consumer satisfaction in Jember Regency. This research is explanatory research which aims to show the position and influence of the variables studied. The population in this research is all Starbucks Coffee consumers in Jember Regency .The sampling method is non-probability sampling with purposive sampling technique . The sample used was 100 respondents. This research uses quantitative data. The data source in this research is primary data by distributing questionnaires directly to selected respondents. The data analysis method used is path analysis . The research results show: Green prices have a significant effect on consumer satisfaction. Service quality has a significant effect on consumer satisfaction. Consumer satisfaction has a significant effect on customer loyalty. Green prices have a significant effect on customer loyalty through consumer satisfaction. Service quality has a significant effect on customer loyalty through consumer satisfaction. Findings of this research Green price does not have a significant effect on customer loyalty. Service quality does not have a significant effect on customer loyalty.

Keywords: Green Price, Service Quality, Customer Satisfaction, Customer Loyalty.

Recieved: 13.03.2024. Revised: 11.05.2024. Accepted: 07.06.2024.