Pengaruh Green Marketing dan Pengetahuan terhadap Keputusan Pembelian Kopi Starbucks di Pulau Jawa

Abstract

Green marketing is concerned with marketing product by considering existing environmental problem. One way is by using a tumbler or reusable cup in purchasing Starbucks coffee. This is one way to reduce the use of single-use plastic packaging which can cause an increase of waste that is feared to distrupt the environmental. Green marketing variabel and knowledge is used to determinate purchase decision, knowledge is related to consumer knowledge product information. The data in this study were processed using multiple linear regression analysis using SPSS application. The result showed that there was a joint influence on environmental awareness, green product features, green product price, green product promotion, and knowledge on purchase decision for Starbucks coffee in Java Island. While individually, there is significant influence between environmental awareness, green product features, green product price, green product promotion, and knowledge on purchase decision for Starbucks coffee in Java Island.