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All Journal Yumary: Jurnal Pengabdian kepada Masyarakat Studi Ilmu Manajemen dan Organisasi
Yulia Hamdaini Putri
Universitas Sriwijaya, Palembang, Indonesia
Humanities Economics, Econometrics & Finance Environmental Science Social Sciences Other

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The Influence of Green Marketing on Starbucks Purchase Decisions in Palembang Viodita Amanda Salsabilla; Yulia Hamdaini Putri; Hera Febria Mavilinda
Studi Ilmu Manajemen dan Organisasi Vol 6 No 4 (2026): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v6i4.4961

Abstract

Purpose: This study aims to examine the influence of green marketing on consumer purchasing decisions at Starbucks in Palembang. Methodology/approach: The research was conducted at Starbucks outlets in Palembang, Indonesia, using a quantitative approach and purposive sampling. Data were collected from 175 respondents through questionnaires and analyzed using multiple linear regression with SPSS version 25. Results/findings: The results show that six out of seven green marketing dimensions namely product, price, place, promotion, process, and physical evidence significantly affect purchasing decisions. The people dimension does not show a significant influence. Simultaneously, all seven dimensions significantly influence purchasing behavior, indicating that consistent implementation of green marketing strategies can strengthen consumer trust and encourage environmentally responsible buying.behavior. Conclution: Green marketing has a significant role in shaping consumer purchasing decisions, highlighting its potential as an effective strategy for businesses aiming to promote sustainability. Limitations: This study is limited to one brand and location, which may not fully represent consumer behavior in different regions or with different types of businesses. Contribution:The study contributes to marketing and sustainability literature by providing empirical evidence on how green marketing strategies impact purchasing decisions in the context of the service industry.
Optimalisasi Pemberdayaan Ekonomi Pesantren melalui Pengembangan Keterampilan Kreatif Ahmad Syathiri; Fera Widyanata; Farida Kumalasari; Yulia Hamdaini Putri; Heru Wahyudi
Yumary: Jurnal Pengabdian kepada Masyarakat Vol 6 No 3 (2026): Maret
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/yumary.v6i3.4720

Abstract

Purpose: This community service initiative aimed to empower female students at SMA IT Raudhatul Ulum in Desa Sakatiga through entrepreneurship training and practical workshops on handmade accessory creation. The program, conducted by faculty and students from Universitas Sriwijaya, focused on equipping participants with essential entrepreneurial knowledge, including business concepts, marketing strategies, and financial management. Research Methodology: The methodology involved interactive discussions and hands-on practice, allowing students to engage actively in the learning process. Result: Results indicated a significant improvement in the participants' understanding of entrepreneurship, fostering confidence in their ability to start or develop their own businesses. Conclusions: This training can enhance participants' creative, technical, and social skills while also fostering entrepreneurial interest and equipping participants with important soft skills for the future. Limitations: However, the program faced limitations, such as time constraints and varying levels of prior knowledge among participants, which could affect the overall effectiveness of learning. Contributions: Nonetheless, the contributions of this initiative are noteworthy, as it not only enhanced the participants' technical skills but also promoted creativity and collaboration, ultimately strengthening the entrepreneurial ecosystem within the community. This initiative exemplifies the potential of educational institutions to play a pivotal role in economic empowerment and community development through targeted skill-building programs.
Co-Authors Ahmad Syathiri Farida Kumalasari Fera Widyanata Hera Febria Mavilinda HERU WAHYUDI Viodita Amanda Salsabilla