The Influence of Green Marketing, Green Awareness and Green Product Innovation on Purchasing Decisions at Green Coffee Shop
Keywords:
Green Marketing, Green Awareness, Green Product Innovation, Purchase DecisionsAbstract
This study aims to analyze the effect of Green Marketing, Green Awareness, and Green Product Innovation on purchase decisions. The research employs a quantitative approach, with the population consisting of customers of Anomali Coffee Shop in Kemang, South Jakarta. A total of 200 respondents were selected as the research sample. Data was collected through a survey method using a Google Form questionnaire. The sampling technique applied was purposive sampling, and the data was analyzed using the Partial Least Square (PLS) analytical tool. The findings of this study indicate that Green Marketing has a positive and significant effect on purchasing decisions. Similarly, Green Awareness and Green Product Innovation also positively and significantly influence purchasing.
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