Fitria, Eka Rossalina (2023) ANALISIS PENGARUH GREEN MARKETING MIX TERHADAP MINAT BELI KONSUMEN MINUMAN KOPI MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Kasus Fore Coffee Tunjungan Plaza Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research was a type of quantitative research that aimed to determine the characteristics of the consumers, find out how the application of green marketing mix, and analyse the effect of green marketing mix variables on consumer buying interest in coffee drinks through brand image as an intervening variable with the research location was Fore Coffee Tunjungan Plaza 3 and 6 Surabaya. The sampling technique used was purposive sampling method with a total of 60 consumers of Fore Coffee Tunjungan Plaza 3 and 6 Surabaya coffee drinks. This research analysis technique used the Structural Equation Model Partial Least Square (SEM-PLS) with SmartPLS 4.0 software. The results of the direct effect in this study were green marketing mix had a significant direct effect on consumer buying interest with a t-statistics value of 2.724>1.96 and a p-value of 0.006 <0.05; green marketing mix had a direct effect on brand image with a t-statistics value of 9.017>1.96 and a p-value of 0.000 <0.05; and brand image had a direct effect on consumer buying interest with a t-statistics value of 4.848>1.96 and a p-value of 0.000 <0.05. The result of the indirect effect in this study was that brand image could indirectly mediate with full mediation the effect between green marketing mix on consumer buying interest positively and significantly with a t-statistics value of 4.450> 1.96 and a p-value of 0.000 <0.05.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Eka Rossalina Fitria | ||||||||||||
| Date Deposited: | 06 Dec 2023 06:51 | ||||||||||||
| Last Modified: | 06 Dec 2023 06:51 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18915 |
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