Hasbullah, Didin (2024) PENGARUH GREEN MARKETING MELALUI PROGRAM #TUMBLERDAY STARBUCKS TERHADAP MINAT BELI KONSUMEN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The environmental issues caused by plastic waste have heightened consumer awareness of environmental concerns. Buyers have become more selective in choosing products, leading to a shift in consumer behavior towards greater environmental concern. Green marketing has emerged as a strategy chosen by companies to demonstrate their commitment to the environment and enhance consumer purchasing interest. One such company implementing green marketing is Starbucks Coffee Indonesia through the #tumblerday program. In this research, we aim to determine the extent of the influence of green marketing through Starbucks #tumblerday program on consumer purchasing interest. The study employs a quantitative method with the independent variable being green marketing, comprising dimensions such as green product, green price, green place, and green promotion. These are then tested for their impact on the dependent variable, comprising consumer purchasing interest. The sample for this research consists of 100 respondents, selected using the simple random sampling method. The research results indicate that green marketing through the #tumblerday program has a 32.2% influence on consumer purchasing interest, as calculated by the coefficient of determination. The remaining 67.8% is influenced by other variables not examined in this research.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Permasalahan lingkungan yang diakibatkan oleh sampah plastik telah meningkatkan kesadaran konsumen terhadap isu lingkungan. Pembeli menjadi lebih selektif dalam memilih barang atau produk, dan menciptakan perubahan perilaku konsumen yang lebih peduli terhadap lingkungan. Green Marketing menjadi strategi yang dipilih perusahaan untuk menunjukan kepedulian perusahaan terhadap lingkungan dan meningkatkan minat beli konsumen. Salah satu perusahaan yang menerapkan green marketing adalah Starbucks Coffee Indonesia melalui program #tumblerday. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh dari green marketing melalui program #tumblerday Starbucks terhadap minat beli konsumen. Penelitian ini menggunakan metode kuantitatif dengan variabel independen green maketing yang memiliki dimensi variabel yaitu green product, green price, green place, dan green promotion. Yang kemudian diuji pengaruhnya terhadap variabel dependen yaitu minat beli konsumen. Sampel yang digunakan pada penelitian ini berjumlah 100 responden, dengan teknik pengambilan sampel menggunakan metode simple random sampling. Hasil penelitian ini menunjukan bahwa green marketing melalui program #tumblerday memiliki pengaruh terhadap minat beli konsumen sebesar 32,2 % dilihat dari perhitungan koefisien determinasi. Sedangkan sebanyak 67,8% lainnya dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. | |||||||||
| Uncontrolled Keywords: | Green Marketing, Consumer Purchase Interest Green Marketing, Minat Beli Konsumen | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Didin Hasbullah | |||||||||
| Date Deposited: | 05 Sep 2024 11:47 | |||||||||
| Last Modified: | 05 Sep 2024 11:47 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/40889 |
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