Rakasiwi, Andini Ekaputri (2025) PENGARUH GREEN MARKETING MIX (GREEN PRODUCT, GREEN PRICE, GREEN PROMOTION, GREEN PLACE) TERHADAP GREEN REPURCHASE INTENTION STARBUCKS MARGO CITY DEPOK. S1 thesis, Universitas Mercu Buana-Menteng.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Cover)
43118120130-Andini Ekaputri Rakasiwi-01 Cover - Andini Ekaputri.pdf Download (431kB) |
|
Text (BAB I)
43118120130-Andini Ekaputri Rakasiwi-02 Bab 1 - Andini Ekaputri.pdf Restricted to Registered users only Download (311kB) |
|
Text (BAB II)
43118120130-Andini Ekaputri Rakasiwi-03 Bab 2 - Andini Ekaputri.pdf Restricted to Registered users only Download (379kB) |
|
Text (BAB III)
43118120130-Andini Ekaputri Rakasiwi-04 Bab 3 - Andini Ekaputri.pdf Restricted to Registered users only Download (227kB) |
|
Text (BAB IV)
43118120130-Andini Ekaputri Rakasiwi-05 Bab 4 - Andini Ekaputri.pdf Restricted to Registered users only Download (458kB) |
|
Text (BAB V)
43118120130-Andini Ekaputri Rakasiwi-06 Bab 5 - Andini Ekaputri.pdf Restricted to Registered users only Download (162kB) |
|
Text (Daftar Pustaka)
43118120130-Andini Ekaputri Rakasiwi-08 Daftar Pustaka - Andini Ekaputri.pdf Restricted to Registered users only Download (173kB) |
|
Text (Lampiran)
43118120130-Andini Ekaputri Rakasiwi-09 Lampiran - Andini Ekaputri.pdf Restricted to Registered users only Download (912kB) |
Abstract
Green repurchase intention pelanggan Starbucks di Margo City Depok dapat diketahui dengan meneliti green marketing mix seperti green product, green price, green promotion, dan green place. Pendekatan kuantitatif digunakan dalam penelitian ini karena berkaitan dengan analisis data numerik. Populasi penelitian yaitu semua orang yang berdomisili di Kota Depok dan sekitarnya. Sampel penelitian untuk merepresentasikan penelitian ini sebanyak 140 responden. Pengambilan data dilakukan dengan kuesioner. Teknik pengambilannya secara non-probability purposive sampling. Metode analisis yang dilakukan dalam pengolahan data adalah dengan SEM-PLS (Partial Least Square) dengan software Smart-PLS 3. Berdasarkan hasil pengujian data, hanya hipotesis pertama yang ditolak. Ternyata green product berpengaruh positif namun tidak signifikan terhadap green repurchase intention. Sementara itu hipotesis kedua, ketiga dan keempat diterima. Dari uji statistik membuktikan bahwa green price, green promotion, dan green place memberikan efek positif dan signifikan terhadap green repurchase intention. The green repurchase intention of Starbucks customers in Margo City, Depok, can be determined by examining the green marketing mix, including green product, green price, green promotion, and green place. This study employed a quantitative approach because it is related to numerical data analysis. The study population comprised all residents of Depok City and its surrounding areas. A representative sample of 140 respondents was selected. Data were collected using a questionnaire using non-probability purposive sampling. The data analysis method used was SEM-PLS (Partial Least Squares) using Smart-PLS 3 software. Based on the data testing results, only the first hypothesis was rejected. Green product had a positive but insignificant effect on green repurchase intention. Meanwhile, the second, third, and fourth hypotheses were accepted. Statistical tests demonstrated that green price, green promotion, and green place had a positive and significant effect on green repurchase intention.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43118120130 |
| Uncontrolled Keywords: | Green Marketing Mix, Green Product, Green Price, Green Promotion, Green Place, Green Repurchase Intention Green Marketing Mix, Green Product, Green Price, Green Promotion, Green Place, Green Repurchase Intention |
| 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 10 Sep 2025 07:03 |
| Last Modified: | 10 Sep 2025 07:03 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97627 |
Actions (login required)
 |
View Item |
