The Influence of the Green Marketing Mix (Green Product, Green Price, Green Promotion, Green Place) on Green Repurchase Intention at Starbucks Margo City Depok
DOI:
https://doi.org/10.000000/belacoss.v1i5.438Keywords:
Green Marketing Mix, Green Product, Green Price, Green Promotion, Green Place, Green Repurchase IntentionAbstract
This study aims to determine the effect of green marketing mix (green product, green price, green promotion, green place) on green repurchase intention of Starbucks in Margo City Depok. The approach used in the study is quantitative. The population of the study is all people who live in Depok City and its surroundings. The research sample to represent this study was 140 respondents. Data collection was carried out using a questionnaire. The sampling technique was non-probability purposive sampling. The analysis method used in data processing is SEM- PLS (Partial Least Square) with Smart-PLS 3 software. Based on data analysis, only first hypothesis is rejected. Green product has a positive effect but it’s not significant with green repurchase intention. Meanwhile, the second, third, and fourth hypothesis are accepted. Green price has a positive and significant effect on green repurchase intention. Green promotion has a positive and significant effect on green repurchase intention. Green place has a positive and significant effect on green repurchase intention.
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