Kamila, Zakya Cahaya (2026) Pengaruh Green Branding Kopi Nako Daur Baur Terhadap Keputusan Pembelian Ulang. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The coffee industry in Indonesia continues to grow rapidly, with more than 62,000 outlets. Amid these conditions, competition is no longer just about the product, but also the value offered. One way this is achieved is through the widely used concept of green branding. However, interestingly, there is still little research that truly examines how this strategy influences consumers' decisions to repurchase, particularly from the perspective of their own personal experiences. This study focuses on Kopi Nako Daur Baur as the research subject, which implements the concept of sustainability in practice through various initiatives such as the use of recycled materials, the Rinse and Collect program, and the Seven Sec Action environmental campaign. The research was conducted quantitatively using the Theory of Planned Behavior approach and involved 100 respondents selected through purposive sampling. Data were analyzed using simple linear regression. The results indicate that green branding has a positive and significant influence on repurchase decisions. Based on the results of the descriptive statistical analysis, the environmental performance satisfaction indicator received the highest score, while green attributes recall received the lowest score compared to other indicators. This suggests that consumers' actual experiences with sustainability practices are more decisive for loyalty than recall of the brand's environmental programs.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Zakya Cahaya Kamila | ||||||||
| Date Deposited: | 13 Jul 2026 07:53 | ||||||||
| Last Modified: | 13 Jul 2026 07:53 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55194 |
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