PENGARUH GREEN PROMOTION, GREEN PRODUCT, DAN GREEN PRICE TERHADAP KEPUTUSAN PEMBELIAN PRODUK STARBUCKS (Studi Kasus : Gerai Starbucks AEON JGC Mall, Jakarta Timur)

THEORANDA, RICHEL MEGAPASWATI (2024) PENGARUH GREEN PROMOTION, GREEN PRODUCT, DAN GREEN PRICE TERHADAP KEPUTUSAN PEMBELIAN PRODUK STARBUCKS (Studi Kasus : Gerai Starbucks AEON JGC Mall, Jakarta Timur). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In Indonesia, coffee consumption has become a lifestyle for modern society. One of the problems with the increasing consumption of coffee in society is the potential for an increase in the amount of plastic waste. In addressing this phenomenon, this research focuses on one of the international companies engaged in the retail business of selling coffee (coffee shop), namely Starbucks. This study aims to determine the extent to which the “Influence of Green Promotion, Green Product and Green Price on the purchasing decision of Starbucks Product” (Case Study : AEON JGC Mall East Jakarta). The object of this research is consumers ofStarbucks Coffee AEON JGC Mall East Jakarta outlets. Research samples were taken using purposive sampling method. The sampling technique in this study used a questionnaire. Data analysis was carried out using Statistical Package for the Social Sciences (SPSS). Data analysis techniques in this study used SmartPLS 3,0 program. This research proves that Green Promotion has a positive and insignificant effect on Purchasing Decisions, Green Product has a positive and significant effect on Purchasing Decisions, and Green Price has a positive and significant effect on Purchasing Decisions. Keywords: Green Promotion, Green Product, Green Price, Purchase Decision. Di Indonesia, konsumsi kopi sudah menjadi gaya hidup masyarakat modern. Salah satu persoalan dengan meningkatnya konsumsi kopi di masyarakat adalah potensi meningkatnya jumlah sampah plastik. Dalam menyikapi fenomena tersebut, penelitian ini berfokus pada salah satu perusahaan internasional yang bergerak dalam bidang bisnis ritel penjualan kopi (Coffee Shop) yaitu Starbucks. Penelitian ini bertujuan untuk mengetahui sejauh mana “Pengaruh Green Promotion, Green Product, dan Green Price terhadap keputusan pembelian produk Starbucks (Studi Kasus : Gerai Starbucks AEON JGC Mall Jakarta Timur”.Objek pada penelitian ini adalah konsumen gerai Starbucks Coffee AEON JGC Mall Jakarta Timur. Pengambilan sampel penelitian menggunakan metode purposive sampling. Data penelitian kali ini berbentuk kuesioner. Analisis data yang digunakan adalah analisis kuantitatif. Analisis data dilakukan dengan menggunakan analisis Statistical Package for the Social Sciences (SPSS). Teknik analisis data pada penelitian ini menggunakan Program SmartPLS 3,0. Penelitian ini membuktikan bahwa Green Promotion berpengaruh positif dan tidak signifikan terhadap Keputusan Pembelian, Green Product berpengaruh positif dan signifikan terhadap Keputusan Pembelian, serta Green Price berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Green Promotion, Green Product, Green Price, Keputusan Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 065
Call Number:	SE/31/24/056
NIM/NIDN Creators:	43120010026
Uncontrolled Keywords:	Green Promotion, Green Product, Green Price, Keputusan Pembelian.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 021 Relationship of Libraries/Hubungan-hubungan Perpustakaan, Arsip dan Kearsipan, Pusat Informasi > 021.7 Promotion of Libraries/Promosi Perpustakaan 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	25 Mar 2024 06:33
Last Modified:	25 Mar 2024 07:35
URI:	http://repository.mercubuana.ac.id/id/eprint/87514

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