PENGARUH GREEN PRODUCT, GREEN PRICE, GREEN PROMOTION, GREEN PLACE, TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN STARBUCKS KEMBANGAN

JESEN, YUDHANA (2026) PENGARUH GREEN PRODUCT, GREEN PRICE, GREEN PROMOTION, GREEN PLACE, TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN STARBUCKS KEMBANGAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The primary objective of this research is to analyze how green product, green price, green promotion, and green place impact consumer buying decisions at Starbucks Kembangan, West Jakarta. The target population comprised Starbucks customers in the Kembangan region, from which a sample of 100 individuals was selected utilizing a purposive sampling method. Data gathering was executed by distributing Likert-scale questionnaires to the respondents. To evaluate the collected data, multiple linear regression analysis was employed. The findings demonstrate that both green product and green price exert a positive and statistically significant influence on consumer purchasing decisions. Conversely, green promotion and green place do not substantially affect buying decisions in this context. Keywords: Green Product, Green Price, Green Promotion, Green Place, Purchasing Decision, Starbucks in Kembangan. Tujuan utama dari penelitian ini adalah untuk menganalisis bagaimana green product, green price, green promotion, dan green place memengaruhi keputusan pembelian konsumen di Starbucks Kembangan, Jakarta Barat. Populasi sasaran terdiri dari konsumen Starbucks di wilayah Kembangan, di mana sampel sebanyak 100 individu dipilih menggunakan metode purposive sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner berskala Likert kepada para responden. Untuk mengevaluasi data yang terkumpul, metode analisis regresi linear berganda digunakan. Hasil penelitian menunjukkan bahwa green product dan green price memberikan pengaruh yang positif dan signifikan secara statistik terhadap keputusan pembelian konsumen. Sebaliknya, green promotion dan green place tidak berdampak secara substansial terhadap keputusan pembelian dalam konteks ini. Kata Kunci : Green Product,GreenPrice,Green Promotion,Green Place,Keputusan pembelian,starbuck di kembangan

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010021
Uncontrolled Keywords:	Green Product,GreenPrice,Green Promotion,Green Place,Keputusan pembelian,starbuck di kembangan
Subjects:	600 Technology/Teknologi > 630 Agriculture and Related Technologies/Pertanian dan Teknologi Terkait > 633 Field and Plantation Crops/Tanaman Lapangan dan Perkebunan > 633.3 Legumes/Tanaman Biji-bijian,Tumbuhan Biji-bijian 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 700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto > 771.4 Darkroom and Studio Practice/Proses Pencucian dan Pencetakan Foto di Studio dan Kamar Gelap > 771.47 Waste Technology/Limbah
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	01 Sep 2026 07:33
Last Modified:	01 Sep 2026 07:33
URI:	http://repository.mercubuana.ac.id/id/eprint/103546

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