PENGARUH GREEN PRODUCT, GREEN PACKAGING, GREEN TRUST TERHADAP LOYALITAS KONSUMEN PADA FORE COFFEE SHOP DI BANDAR LAMPUNG DALAM PERSEPEKTIF BISNIS ISLAM

OVYLIA, SAHRANI (2026) PENGARUH GREEN PRODUCT, GREEN PACKAGING, GREEN TRUST TERHADAP LOYALITAS KONSUMEN PADA FORE COFFEE SHOP DI BANDAR LAMPUNG DALAM PERSEPEKTIF BISNIS ISLAM. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Loyalitas konsumen menjadi salah satu faktor penting bagi keberlangsungan bisnis coffee shop di tengah meningkatnya persaingan industri kopi. Fore Coffee menerapkan strategi green marketing melalui green product, green packaging, dan green trust untuk meningkatkan loyalitas konsumen. Namun, efektivitas penerapan strategi tersebut dalam membentuk loyalitas konsumen masih menunjukkan hasil yang beragam pada penelitian terdahulu. Penelitian ini bertujuan untuk menganalisis pengaruh green product, green packaging, dan green trust terhadap loyalitas konsumen pada Fore Coffee di Bandar Lampung dalam perspektif bisnis Islam. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 96 responden yang pernah melakukan pembelian di Fore Coffee Bandar Lampung. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda dengan bantuan IBM SPSS. Hasil penelitian menunjukkan bahwa green product tidak berpengaruh signifikan terhadap loyalitas konsumen dengan nilai t hitung 0,609 dan signifikansi 0,544. Sebaliknya, green packaging berpengaruh positif dan signifikan dengan nilai t hitung 3,469 dan signifikansi 0,001, serta green trust berpengaruh positif dan signifikan dengan nilai t hitung 4,596 dan signifikansi 0,000. Secara simultan, green product, green packaging, dan green trust berpengaruh signifikan terhadap loyalitas konsumen dengan nilai koefisien determinasi (R²) sebesar 0,581 atau 58,1%. Penelitian ini menyimpulkan bahwa loyalitas konsumen Fore Coffee lebih dipengaruhi oleh green packaging dan green trust dibandingkan green product. Kata Kunci: Green Product, Green packaging, Green trust, Loyalitas Konsumen, Fore coffe, Bisnis islam ABSTRACT Consumer loyalty is an important factor for the sustainability of coffee shop businesses amid the increasing competition in the coffee industry. Fore Coffee implements green marketing strategies through green product, green packaging, and green trust to enhance consumer loyalty. However, the effectiveness of these strategies in fostering consumer loyalty has shown mixed results in previous studies. This study aims to analyze the influence of green product, green packaging, and green trust on consumer loyalty at Fore Coffee in Bandar Lampung from an Islamic business perspective. This research employed a quantitative approach using a survey method involving 96 respondents who had previously purchased products from Fore Coffee Bandar Lampung. Data were collected through questionnaires and analyzed using multiple linear regression with IBM SPSS. The results indicate that green product has no significant effect on consumer loyalty, with a t-value of 0.609 and a significance level of 0.544. In contrast, green packaging has a positive and significant effect on consumer loyalty, with a t-value of 3.469 and a significance level of 0.001, while green trust also has a positive and significant effect, with a t value of 4.596 and a significance level of 0.000. Simultaneously, green product, green packaging, and green trust significantly influence consumer loyalty, with a coefficient of determination (R²) of 0.581 or 58.1%. The study concludes that consumer loyalty at Fore Coffee is influenced more by green packaging and green trust than by green product. Keywords: Green Product, Green Packaging, Green Trust, Consumer Loyalty, Fore Coffee, Islamic Business.

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