Pengaruh Green Marketing dan Citra Merek terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening pada Konsumen Starbucks Coffee Multatuli Medan

Abstract

Starbucks Coffee is a company that pays attention to its brand image in the eyes of consumers by focusing its marketing strategy on environmental issues. In the Top Brand Index, Starbucks Coffee has experienced a decline over three consecutive years, from 2022 to 2024. This research aims to determine the effect of Green Marketing and Brand Image on Purchase Decision, with Purchase Intention as an intervening variable, among Starbucks Coffee Multatuli Medan consumers. This is an associative research and the type of data used is quantitative data. Sample in this research are 145 respondents who are consumers of Starbucks Coffee Multatuli Medan. The sampling technique uses an accidental sampling technique. The data analysis method uses descriptive statistical analysis and Structural Equation Modeling (SEM). The results of this research show that Green Marketing has a positive and significant effect on Purchasing Decisions among Starbucks Coffee Consumers Multatuli Medan, Brand Image has a positive and significant effect on Purchasing Decisions among Starbucks Coffee Consumers Multatuli Medan, Green Marketing has a positive and significant effect on Consumer Purchase Interest Starbucks Coffee Multatuli Medan, Brand Image has a positive and significant effect on Buying Interest among Starbucks Coffee Multatuli Medan Consumers, Buying Interest has a positive and significant effect on Purchasing Decisions among Starbucks Coffee Multatuli Medan Consumers, Buying Interest is able to mediate the relationship between Green Marketing and Purchasing Decisions, Buying Interest able to mediate the relationship between Buying Interest and Purchasing Decisions.