INFLUENCE OF HALAL PRODUCT, GREEN MARKETING, AND INFORMATION ADOPTION TO SERVICE QUALITY ON CUSTOMER LOYALTY AND CUSTOMER SATISFACTION AT STARBUCKS COFFEE BANDUNG, INDONESIA
Starbucks Coffee is one of the businesses that implements a green marketing strategy. Consumers not only look at a product in terms of quality, brand and price, but consumers also look at the product attached to the product. This research aims to determine the influence of halal products, green marketing, and information adaptation, purchase decisions, customer satisfaction on customer loyalty through customer satisfaction as an intervening variable. The method used in this research is quantitative with descriptive and causality research as well as the SEM-PLS analysis method. The sampling technique used was a nonprobability sampling technique with a total sample of 386 Starbucks Coffee customers in Bandung City. Result showed that Halal Products have a positive and significant effect on Purchase Decisions. Green marketing has a positive and significant effect on Purchase Decisions. Information Adaption has a positive and significant effect on Purchase. Purchase Decision has a positive and significant effect on Customer Satisfaction. Customer Satisfaction has a positive and significant effect on Customer Loyalty among Starbucks Coffee customers in Bandung City.
Halal Product, Green Marketing, Information Adaption, Purchase Decision, Customer Loyalty, Customer Satisfaction.