LESTARI, SILVIA AYU (2026) PENGARUH GREEN PACKAGING, GREEN PROMOTION , DAN GREEN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN MCDONALD'S DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to measure and analyze the effect of Green Packaging (X1), Green Promotion (X2), and Green Brand Awareness (X3) on consumer purchase decisions (Y) for McDonald’s products in Jakarta. The study is motivated by the increasing environmental awareness among consumers, which encourages fastfood companies to adopt sustainability-oriented green marketing strategies. Data were collected through a survey questionnaire administered to 130 respondents aged 17 to over 50 years, all of whom had prior experience purchasing McDonald’s products, using purposive sampling. An explanatory quantitative approach was employed to analyze the relationships among variables, with data processed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software. The analysis was conducted in stages, starting with testing the validity and reliability of the constructs, followed by the evaluation of the structural model to assess path coefficients, R², f², and Q² among variables. The results indicate that X1, X2, and X3 exert a positive and significant effect, both simultaneously and partially, on consumer purchase decisions (Y). The highest path coefficient was observed in X3 (Green Brand Awareness = 0.XXX), followed by X2 and X1, demonstrating their relative contribution in predicting purchasing behavior. These findings confirm that environmental sustainability dimensions play a critical role in shaping consumer preferences and purchase decisions in the fast-food industry. Theoretically, this study contributes to the literature on green marketing and environmentally-oriented consumer behavior, while practically, it provides strategic recommendations for McDonald’s management to optimize green marketing implementation, enhance consumer loyalty, and strengthen the company’s competitive advantage. Keywords: Green Packaging, Green Promotion , Green Brand Awareness , Purchase Decision, McDonald’s Penelitian bertujuan mengukur dan menganalisis pengaruh Green Packaging (X1), Green Promotion (X2), dan Green Brand Awareness (X3) terkait keputusan pembelian konsumen (Y) pada produk McDonald’s di Jakarta. Latar belakang penelitian adalah meningkatnya kesadaran ekologis konsumen yang mendorong perusahaan makanan cepat saji menerapkan strategi green marketing berbasis prinsip keberlanjutan. Data penelitian diperoleh melalui kuesioner survei terhadap 130 responden berusia 17–50+ tahun yang memiliki pengalaman membeli produk McDonald’s, dengan teknik purposive sampling. Pendekatan kuantitatif eksplanatif diterapkan dalam menganalisis hubungan antarvariabel, dan data diolah menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat lunak SmartPLS. Analisis dilakukan secara bertahap, dimulai dengan pengujian validitas dan reliabilitas konstruk, diikuti evaluasi model struktural untuk menilai koefisien jalur, nilai R², f², dan Q² antarvariabel. Hasil penelitian menunjukkan bahwa X1, X2, dan X3 mempunyai pengaruh positif dan signifikan, baik secara simultan maupun parsial, terhadap keputusan pembelian konsumen (Y). Koefisien jalur tertinggi terdapat pada variabel X3 (Green Brand Awareness = 0,XXX), diikuti X2 dan X1, menunjukkan kontribusi terbesar dalam memprediksi perilaku pembelian. Temuan ini menegaskan bahwa dimensi keberlanjutan lingkungan berperan dalam membentuk preferensi dan keputusan pembelian konsumen di industri makanan cepat saji. Secara teoritis, penelitian ini memperluas literatur mengenai green marketing dan perilaku konsumen berorientasi lingkungan, sedangkan secara praktis, hasil penelitian memberikan rekomendasi strategis bagi manajemen McDonald’s dalam meningkatkan implementasi green marketing, meningkatkan loyalitas konsumen, dan memperkuat daya saing perusahaan. Kata kunci: Green Packaging, Green Promotion , Green Brand Awareness , Keputusan Pembelian, McDonald’s
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43122010107 |
| Uncontrolled Keywords: | Green Packaging, Green Promotion , Green Brand Awareness , Keputusan Pembelian, McDonald’s |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.5 Campaigns for Nominations/Kampanye 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 09 Apr 2026 07:54 |
| Last Modified: | 09 Apr 2026 07:54 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101933 |
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