Rama, Dimas Aditya (2024) Analisis Pengaruh Green Marketing dan Perilaku Konsumen terhadap Keputusan Pembelian Fore Coffee Gwalk Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This quantitative research aims to analyze the effect of green marketing on consumer behavior, and analyze the effect of consumer behavior on purchasing decisions at Fore Coffee Gwalk Surabaya. In determining the sample size using purposive sampling method with a total of 100 consumers of Fore Coffee Gwalk Surabaya. The analysis technique used Structural Equation Model-Partial Least Square (SEM-PLS) with second order construct. The results obtained from this study are Fore Coffee Gwalk Surabaya has applied green marketing to its business, including using organic raw materials, packaging products more environmentally friendly, recycling packages into useful items, convenient store locations, stores combining futuristic concepts and environmentally friendly ornaments, etc. It provides packaging waste collection sites, uses recycled furniture, uses digital promotional media, and environmentally friendly campaigns through social media. The results of the study also show that green place and green promotion have a positive and significant effect on the behavior of Fore Coffee Gwalk Surabaya consumers. Meanwhile, green products and green prices have no effect. Meanwhile, personal factors have a positive and significant impact on the decision to buy Fore Coffee Gwalk Surabaya consumers. Cultural, social, and psychological factors have no effect.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Dimas Aditya Rama | ||||||||||||
| Date Deposited: | 21 Oct 2024 02:46 | ||||||||||||
| Last Modified: | 21 Oct 2024 02:46 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/31384 |
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