GREEN MARKETING, BRAND IMAGE, AND CONSUMER PURCHASE DECISIONS: AN EMPIRICAL STUDY OF STARBUCKS COFFEE MULTATULI MEDAN
Published:
2026-11-04Downloads
Abstract
This research aims at determining effect of Green Marketing and Brand Image on Buyings Decision with Purchase Intention as an intervening variable in Consumers Starbucks Coffee Multatuli Medan. This research is associative research and the type of data used is quantitative data. The sample in this study consisted of 210 respondents who were consumers of Starbucks Coffee Multatuli Medan. The sampling technique used was accidental sampling technique. The data analysis method used is descriptive statistical analysis and Multiple Linear Regression. The results of this research show that Green Marketing has a positive and significant influence on Purchasing Decisions among Starbucks Coffee Multatuli Medan Consumers, Brand Image has a positive and significant influence on Purchasing Decisions among Starbucks Coffee Multatuli Medan Consumers.
Keywords:
Green Marketing Brand Image Purchase DecisionReferences
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