The Effect of Green Marketing, Environmental Awareness and Environmental Concern on PurchaseDecisions (Study at Starbucks Coffee Outlets DKI Jakarta)
Keywords:
Green marketing, Environmental Awareness, Environmental, Concern, Purchasing DecisionAbstract
This study aims to analyze the effect of Green Marketing, Environmental Awareness and Environmental Concern on Purchasing Decisions, (Study at Starbucks Coffee DKI JAKARTA outlets). The population in this study were the people of DKI JAKARTA, the sample used was 170 people at Starbucks Coffee DKI JAKARTA outlets aged 15-35 years and calculated according to Hair's formula. The sample withdrawal method uses Purposive Sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. The data analysis method used is Partial Least Square. This study proves that Green Marketing has a positive and significant effect on purchasing decisions. Environmental Awareness has a significant effect on purchasing decisions. Environmental Concern has a significant effect on purchasing decisions.
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