Year: 2024 | Month: December | Volume: 11 | Issue: 12 | Pages: 311-321
DOI: https://doi.org/10.52403/ijrr.20241233
The Influence of Green Marketing and Brand Image on Purchase Decisions with Purchase Intention as an Intervening Variable in Consumers of Starbucks Coffee Multatuli Medan
Elfa Yolanda1, Endang Sulistya Rini2, Yeni Absah3
1,2,3Department of Management, Faculty of Economics and Business Universitas Sumatera Utara, Indonesia
Corresponding Author: Elfa Yolanda
ABSTRACT
Starbucks Coffee is a company that pays attention to brand image in the eyes of consumers by focusing its marketing strategy on environmental issues. In the Top Brand Index, Starbucks Coffee has declined for three consecutive years from 2022 to 2024. This study aims to determine the effect of green marketing and brand image on purchase decisions, with purchase intention as an intervening variable for Starbucks Coffee Multatuli media consumers. This research is associative research, and the data type used is quantitative. The sample in this study amounted to 145 respondents who were consumers of Starbucks Coffee Multatuli Medan. The sampling technique used was the accidental sampling technique. The data analysis method used was descriptive statistical analysis and Structural Equation Modeling (SEM). The results of this study indicate that Green Marketing has a positive and significant effect on Purchase decisions for Consumers of Starbucks Coffee Multatuli Medan, Brand Image has a positive and significant impact on Purchase decisions for Consumers of Starbucks Coffee Multatuli Medan, Green Marketing has a positive and significant effect on Purchase Intention for Consumers of Starbucks Coffee Multatuli Medan, Brand Image has a positive and significant effect on Purchase Intention for Consumers of Starbucks Coffee Multatuli Medan, Purchase Intention has a positive and significant effect on Purchase Decisions for Consumers of Starbucks Coffee Multatuli Medan, Purchase Intention can mediate the relationship between Green Marketing and Purchase Decisions, Purchase Intention can mediate the relationship between Brand Image and Purchase Decisions.
Keywords: green marketing, brand image, purchase decision, purchase intention
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