THE INFLUENCE OF ECO-FRIENDLY PRACTICES, GREEN BRAND IMAGE, AND GREEN INITIATIVES TOWARD PURCHASE DECISION (STUDY CASE OF STARBUCKS AYANI MEGA MALL PONTIANAK)
THE INFLUENCE OF ECO-FRIENDLY PRACTICES, GREEN BRAND IMAGE, AND GREEN INITIATIVES TOWARD PURCHASE DECISION (STUDY CASE OF STARBUCKS AYANI MEGA MALL PONTIANAK)
DOI:
https://doi.org/10.26418/tijdessa.v2i1.18Abstract
This study aims to examine the influence of Eco-friendly Practices, Green Brand Image and Green Initiatives toward Purchase Decision at Starbucks Ayani Mega Mall Pontianak. The type of research used in this research is quantitative by using a survey method where in survey research using a questionnaire that will be given to respondents according to predetermined criteria. The population of this research is consumer who has visited, received offers and made purchase decisions more than two times for Starbucks products with the sample is 100 respondents. The technique used is non-probability sampling, which is a sampling technique that does not provide equal opportunities for each element or member of the population to be selected as samples and purposive sampling method is a sampling technique with certain considerations. The data will be analyzed by using PASW Statistics 18 software application and the method used is multiple linear regression with the variables of Eco-Friendly Practices, Green Brand Image and Green Initiatives, and Purchase Decision. The results of this research indicate that Eco-Friendly Practices, Green Brand Image and Green Initiatives have a significant effect on purchase decision for Starbucks products.
Keywords: Eco-Friendly Practices, Green Brand Image, Green Initiatives, Purchase Decision, Starbucks
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