Pengaruh Green Marketing dan Brand image terhadap Purchase Decision pada Konsumen Starbucks di Kabupaten Jember

Taj, Zarin (2025) Pengaruh Green Marketing dan Brand image terhadap Purchase Decision pada Konsumen Starbucks di Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aims analyze and empirically prove how green marketing and brand image influence consumers in making purchase decision for a product. The research focuses on Starbucks consumers in Jember Regency as the object of study. The study seeks to observe how green marketing has begun to gain public interest and supports the brand image of a product. The data involved 30 respondent selected using purposive sampling, and data collection was carried out by distributing questionnaires based on indikators of green marketing, brand image and purchase decision. The data analysis tecnique used multiple liner regression, wich can identifity relationships between variables. The results of this study indicate that green marketing and brand image have a positive and significant influence on purchase decision. The findings of this study provide recommendations for starbucks to remain consistent with the green marketing concept and streng then its brand image to increase customer loyalty and enhance its market competitiveness strategy.

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