Analisis loyalitas konsumen muslim terhadap Starbucks Coffee pasca dukungan Starbucks Coffee terhadap LGBT

Reza, Muhammad (2020) Analisis loyalitas konsumen muslim terhadap Starbucks Coffee pasca dukungan Starbucks Coffee terhadap LGBT. Masters thesis, Universitas Islam Negeri Sumatera Utara.

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Abstract

Starbucks as well as other companies require the loyalty of their customers to increase the quantity of sales. However, it seems that Starbucks does not really care about the loyalty of Muslim customers. This is evident from the Starbucks support campaign against LGBT which is clearly contrary to the teachings of Islam . Because, if Muslims are loyal to Starbucks which is known to support LGBT, it means that Muslims have a role in supporting LGBT. The purpose of this study is to determine the loyalty of Muslim consumers to Starbucks after Starbucks supports LGBT and also to find out the response of Muslim consumers to Starbucks for providing support Starbucks Coffee in the LGBT community ... This research was conducted using qualitative methods. In this study the authors found that Starbucks support for LGBT is an act that violates business ethics within the scope of social responsibility. feed prohibited acts in Islam. So that Starbucks support for LGBT does not get a positive response from Muslim consumers. From the informants who were questioned, there was not one informant who agreed to Starbucks Coffee's support of LGBT.4 out of 8 informants lost their loyalty to Starbucks and reluctant to re-visit Starbucks

Jenis Item:	Skripsi (Masters)
Uncontrolled Keywords:	Loyalty, Muslim Consumers and LGBT
Subjects:	2X6 SOSIAL DAN BUDAYA > 2X6.3 Ekonomi
Divisions:	Program Pasca Sarjana > Program Magister > Thesis Master
Pengguna yang mendeposit:	Mrs. Misdar Piliang
Date Deposited:	28 Mar 2021 04:46
Last Modified:	28 Mar 2021 04:46
URI:	http://repository.uinsu.ac.id/id/eprint/11252

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