PERAN CITRA MEREK DALAM MEMEDIASI PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS DI DENPASAR
Abstract
Isu mengenai lingkungan telah semakin disadari oleh masyarakat dengan maraknya berita mengenai global warming. Hal ini semakin mendorong konsumen untuk menghargai produk ramah lingkungan lebih dalam. Pesatnya pertumbuhan kedai kopi di Indonesia menyebabkan kedai kopi harus memiliki strategi agar dapat bertahan dalam industri. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel sebanyak 120 responden dengan kuesioner. Sampel ditentukan dengan purposive sampling, Teknik analisis data yang digunakan adalah analisis jalur dan uji sobel. Hasil analisis menyatakan bahwa seluruh hipotesis diterima. Green Marketing berpengaruh positif signifikan terhadap citra merek, green marketing berpengaruh positif signifikan terhadap keputusan pembelian, citra merek berpengaruh positif signifikan terhadap keputusan pembelian, dan citra merek berperan positif signifikan dalam memediasi pengaruh green marketing terhadap keputusan pembelian. Implikasi penelitian ini memberikan saran kepada manajer Kedai Kopi Starbucks di Kota Denpasar agar selalu memperhatikan kinerja pemasaran perusahaan dengan berfokus pada orientasi pasar dan selalu meningkatkan keunggulan kompetitif.
Environment issue has been increasingly recognized by the public with the rise of global warming awareness. This encourages consumers to appreciate environmentally friendly products. The rapid growth of coffee shops in Indonesia has forced them to have strategy to survive in industry. This research conducted in Denpasar with sample of 120 respondents conducted using questionnaire. Sample was determined by purposive sampling. data analysis technique used were path analysis and Sobel test. Results state that. Green Marketing has significant positive effect on brand image, green marketing has significant positive effect on purchasing decisions, brand image has significant positive effect on purchasing decisions, and brand image plays significant positive role in mediating influence of green marketing on purchasing decisions. The implication is to give advice to managers of Starbucks Coffee Shops in Denpasar to always pay attention to the company's marketing performance by focusing on market orientation and always increasing competitive advantage.
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References
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