ROSYANA, VIEGA (2022) PENGARUH GREEN MARKETING MIX DAN GREEN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DENGAN GREEN TRUST SEBAGAI VARIABEL MEDIASI (Studi pada Gerai Starbucks Coffee Karang Tengah). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The problem of the amount of plastic waste in Indonesia is one of the big problems, there are still many people who are not aware of the importance of maintaining the balance of natural ecosystems. This study aims to determine the effect of Green Marketing Mix and Green Brand Image on Purchase Decisions with Green Trust as a mediating variable (Study at Starbucks Coffee Karang Tengah outlets). The object of this research is the consumers of Starbucks Coffee Karang Tengah outlets. The sample of this study consisted of 190 respondents with purposive sampling method. The sampling technique in this study used a questionnaire. The data source used is primary data and secondary data. Analysis of the data used is descriptive quantitative analysis. Data analysis was performed using Partial Least Square (PLS) analysis. The results of this study indicate that the Green Marketing Mix has a Negative Effect not significant on Green Trust, Green Brand Image has a significant positive effect on Green Trust, Green Marketing Mix has a significant positive effect on Purchase Decisions, Green Brand Image has a significant positive effect on Purchase Decisions, and Green Trust has a Positive Effect not significant to the Purchase Decision. Keywords: Green Marketing Mix, Green Brand Image, Purchase Decision, Green Trust Permasalahan jumlah timbulan sampah plastik di Indonesia adalah salah satu permasalahan besar, banyak masyarakat yang masih belum menyadari akan pentingnya menjaga ekosistem keseimbangan alam. Penelitian ini bertujuan untuk mengetahui pengaruh Green Marketing Mix dan Green Brand Image terhadap Keputusan Pembelian dengan Green Trust sebagai variabel mediasi (Studi pada Gerai Starbucks Coffee Karang Tengah). Objek pada penelitian ini adalah konsumen gerai Starbucks Coffee Karang Tengah. Sampel penelitian ini terdiri dari 190 responden dengan metode purposive sampling. Pengambilan data dalam penelitian ini menggunakan kuesioner. Sumber data yang digunakan adalah data primer dan data sekunder. Analisis data yang digunakan adalah anaslisis deskriptif kuantitatif. Analisis data dilakukan dengan menggunakan analisis Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa Green Marketing Mix berpengaruh Negatif tidak signifikan terhadap Green Trust, Green Brand Image berpengaruh Positif signifikan terhadap Green Trust, Green Marketing Mix berpengaruh Positif signifikan terhadap Keputusan Pembelian, Green Brand Image berpengaruh Positif signifikan terhadap Keputusan Pembelian, dan Green Trust berpengaruh Positif tidak signifikan terhadap Keputusan Pembelian. Kata kunci: Green Marketing Mix, Green Brand Image, Keputusan Pembelian, Green Trust
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