Research Paper
Year: 2021 | Month: January | Volume: 8 | Issue: 1 | Pages: 159-168
The Effect of Green Marketing on Purchase Decisions and Brand Image as Intervening Variables (Case Study at: Pt. Sari Coffee Indonesia - Starbucks Focal Point Medan)
Sally Avrinella Silaban1, Sukaria Sinulingga2, Fadli2
1,2Master of Management Study Program, Postgraduate School of University of Sumatera Utara
Corresponding Author: Sally Avrinella Silaban
ABSTRACT
Green marketing is one of the hot issues discussed. This occurs due to increased public awareness of the environment, so that people begin to choose and buy eco-friendly products. This is a challenge for goods and service providers to provide assurance to consumers that the goods and services produced are safe for consumers and also eco-friendly so that they do not damage the environmental system. This thesis aims to identify effective green variables to be implemented in Starbucks in order to improve the quality of green marketing and formulate an effective green marketing strategy to be implemented in Starbucks. This research uses descriptive and causal research with a quantitative approach. The sample in this study amounted to 155 people. The data analysis technique used was the instrument test, namely the validity test and the reliability test, as well as the analysis method consisting of the t test, f test, and path analysis. The results showed that green marketing directly had a positive influence on purchasing decisions. Green marketing directly has a positive influence on brand image. Brand image directly has a positive influence on purchasing decisions. From the results of the path analysis, there is no indirect effect between green marketing on purchasing decisions through brand image as an intervening variable. Brand image is not a variable that can mediate or connect green marketing with starbucks purchasing decisions.
Keywords: Green Marketing, Purchase Decision, Brand Image.
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