SAPUTRA, HATIP (2025) PENGARUH GREEN PRODUCT, GREEN PROMOTION DAN EXPERIENTAL MARKETING TERHADAP REPURCHASE INTENTION KONSUMEN STARBUCKS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of Green Product, Green Promotion and Experiential Marketing on Starbucks Consumer Repurchase Intention. The target population is consumers who have visited Starbucks outlets located in Pos Pengumben. In this study, the author used judgment sampling with 110 respondents analyzed. The analysis method was carried out through Partial Least Square version 3.0. The results of the study showed that green products have a positive and significant effect on repurchase intention, green promotion has a positive and significant effect on repurchase intention and experiential marketing has a positive and significant effect on repurchase intention. It is recommended that Starbucks promote the process of making coffee beans from upstream to downstream through social media so that consumers will be educated about the process of coffee beans to become ready-to-consume drinks. Keywords: Repurchase Intention, Green Product, Green Promotion, Experiential Marketing Penelitian ini bertujuan untuk menganalisis pengaruh Green Product, Green Promotion dan Experiental Marketing terhadap Repurchase Intention Konsumen Starbucks. Populasi yang dituju adalah konsumen yang pernah berkunjung ke gerai Starbucks yang berada di Pos Pengumben. Dalam penelitian ini, penulis menggunakan judgment sampling dengan responden yang dianalisis sebanyak 110 responden. Metode analisis dilakukan melalui Partial Least Square versi 3.0. Hasil penelitian menunjukkan bahwa green product berpengaruh positif dan signifikan terhadap repurchase intention, green promotion berpengaruh positif dan signifikan terhadap repurchase intention dan experiental marketing berpengaruh positif dan signifikan terhadap repurchase intention. Disarankan Starbucks mempromosikan proses pembuatan biji Kopi dari hulu ke hilir melalui media sosial sehingga konsumen akan teredukasi mengenai proses biji kopi hingga menjadi minuman yang siap dikonsumsi Kata Kunci: Repurchase Intention, Green Product, Green Promotion, Experiental Marketing
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 25 053 |
| NIM/NIDN Creators: | 43118110156 |
| Uncontrolled Keywords: | Repurchase Intention, Green Product, Green Promotion, Experiental Marketing |
| Subjects: | 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 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 664 Food Technology/Teknologi Pembuatan Makanan Komersial > 664.7 Grains Product/Teknologi Pembuatan Makanan dari Padi dan Biji-bijian |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 15 Feb 2025 06:19 |
| Last Modified: | 15 Feb 2025 06:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94267 |
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