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Muhammad Reza
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Journal : At-Tawassuth: Jurnal Ekonomi Islam

 1 
ANALISIS LOYALITAS KONSUMEN MUSLIM TERHADAP STARBUCKS COFFEE PASCA DUKUNGAN STARBUCKS TERHADAP LGBT Muhammad Reza; Saparuddin Siregar; Marliyah Marliyah
AT-TAWASSUTH: Jurnal Ekonomi Islam Jurnal At-Tawassuth | Vol. V| No. 1 | 2020
Publisher : Universitas Islam Negeri Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (122.029 KB) | DOI: 10.30829/ajei.v5i1.6950

Abstract

Starbucks as well as other companies requires loyalty from its customers to increase the quantity of sales. However, it seems that Starbucks does not care about the loyalty of Muslim customers. This is evident from the Starbucks support campaign for LGBT which is clearly the opposite of Islamic teachings. Because, if Muslims are loyal to Starbucks who are known to support LGBT, it means that Muslims play a role in supporting LGBT. The purpose of this study is to find out Muslim consumer loyalty to Starbucks after Starbucks supported LGBT and also to find out Muslim consumers' responses to Starbucks for providing support Starbucks Coffee in the LGBT community. This study was conducted using qualitative methods. In this study the authors found that Starbucks support for LGBT is an act that violates business ethics in the scope of social responsibility. Moreover LGBT is a for acts that are forbidden in Islam. So Starbucks support for LGBT actions received a positive response from Muslim consumers. From informants who were questioned there was not one informant who agreed with Starbucks Coffee's support for LGBT. 3 of the 5 informants lost their loyalty to Starbucks and reluctant to go back to Starbucks.
Co-Authors Abd. Jamal Aldi Rouf Ramdan Amilia Trianasari Andani Eka Putra Arni Amir Arthur Brown Aryo Sasmita Denia Maulani Elby Supriadi Elizabeth Bahar Erlinda Erlinda Fitri Afina Radityani geri afri yanda Isnaniah ' Kana Puspita Laila Hamidah Lana Izzul Azkia Lana Izzul Azkia, Lana Izzul Latifah Hanum Linosefa Linosefa M. Jazir Alkas Mardewi Jamal Marliyah Marlizar Marlizar Melia Dwi Widayanti Mhd Zulfansyuri Siambaton Misbahul Jannah Muhammad Effendi Muhammad Muhammad Muhammad Taslim Netti Suharti Nia Janiati Nur Azmi nurul khotimah Otong Rosadi Rachma Hasibuan Rahmat Saleh Ratih Wahyuningrum Rodesia Mustika Rozi Roslaili Rasyid Rusnanda, Resky Saparuddin Siregar Septi Malidda Eka Putri Sopyan Saori Sulfitra Sulfitra Suryani Murad T. Zulham Wan Dea Vianda Yunita Sopiana