PENGARUH GREEN AWARENESS, GREEN PACKAGING, DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA GREEN CAFE LOKAL

ZEIN, PUTRI NURRAHMAH CHOFIPAH (2026) PENGARUH GREEN AWARENESS, GREEN PACKAGING, DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA GREEN CAFE LOKAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the effects of Green Awareness, Green Packaging, and Electronic Word of Mouth (E-WOM) on purchase decisions at local green cafés, namely Fore Coffee, Kopi Kenangan, and Janji Jiwa. The research adopts a quantitative approach using a survey method. Data were collected from 110 respondents who are residents of DKI Jakarta and have previously made purchases at local green cafés. The sampling technique applied in this study was purposive sampling, with respondents selected based on their direct purchasing experience. Data were gathered through an online questionnaire developed using a Likert scale. The data analysis employed the Partial Least Squares – Structural Equation Modeling (PLS-SEM) method using SmartPLS version 4.1.1.4. The analytical procedure began with evaluating the validity and reliability of the measurement instruments through outer model assessment, followed by testing the structural relationships among variables through inner model evaluation. The results indicate that Green Awareness, Green Packaging, and E-WOM have a positive and significant influence on customers’ purchase decisions at local green cafés. These findings suggest that higher levels of environmental awareness, the use of environmentally friendly packaging, and positive digital information and reviews significantly encourage purchasing behavior. This study provides practical implications for local green café businesses in developing sustainability-oriented marketing strategies and effective digital communication to enhance consumer purchase decisions. Keywords: Green Awareness, Green Packaging, Electronic Word of Mouth (EWOM), Purchasing Decisions, Green Cafe Penelitian ini bertujuan untuk menganalisis pengaruh Green Awareness, Green Packaging, dan Electronic Word of Mouth (E-WOM) terhadap keputusan pembelian pelanggan pada green café lokal, yaitu Fore Coffee, Kopi Kenangan, dan Janji Jiwa. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh dari 110 responden yang merupakan masyarakat berdomisili di DKI Jakarta dan pernah melakukan pembelian di green café lokal tersebut. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan kriteria responden telah memiliki pengalaman pembelian secara langsung. Pengumpulan data dilakukan melalui kuesioner daring yang disusun menggunakan skala Likert. Analisis data dilakukan dengan metode Partial Least Squares – Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak SmartPLS versi 4.1.1.4. Tahapan analisis meliputi pengujian validitas dan reliabilitas instrumen melalui evaluasi outer model, diikuti dengan pengujian hubungan antar variabel melalui evaluasi inner model. Hasil penelitian menunjukkan bahwa Green Awareness, Green Packaging, dan Electronic Word of Mouth (E-WOM) berpengaruh positif dan signifikan terhadap keputusan pembelian pelanggan pada green café lokal. Temuan ini mengindikasikan bahwa meningkatnya kesadaran konsumen terhadap isu lingkungan, penggunaan kemasan ramah lingkungan, serta informasi dan ulasan positif yang tersebar melalui media digital mampu mendorong keputusan pembelian. Penelitian ini memberikan implikasi praktis bagi pelaku usaha green café lokal dalam merancang strategi pemasaran berbasis keberlanjutan dan komunikasi digital yang efektif. Kata Kunci : Green Awareness, Green Packaging, Electronic Word of Mouth (EWOM), Keputusan Pembelian, Green Cafe

Item Type: Thesis (S1)
NIM/NIDN Creators: 43122010115
Uncontrolled Keywords: Green Awareness, Green Packaging, Electronic Word of Mouth (EWOM), Keputusan Pembelian, Green Cafe
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 322 Relation of The State of Organized Groups/Hubungan Negara dengan Kelompok Sosial yang Terorganisir > 322.3 Business and Industry/Bisnis dan Industri
600 Technology/Teknologi > 610 Medical, Medicine, and Health Sciences/Ilmu Kedokteran, Ilmu Pengobatan dan Ilmu Kesehatan > 613 Personal Health, Hygiene/Ilmu Kesehatan Umum, Kesehatan Individu, Promosi Kesehatan, Higienis Umum > 613.5 Artificial Environtment/Ilmu Kesehatan di Lingkungan Buatan, Ilmu Kesehatan Lingkungan
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: khalimah
Date Deposited: 01 Apr 2026 03:28
Last Modified: 01 Apr 2026 03:28
URI: http://repository.mercubuana.ac.id/id/eprint/101851

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