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All Journal Jurnal Manajemen Bisnis Jurnal Media Wahana Ekonomika Jurnal Intelektualita: Keislaman, Sosial, dan Sains DIJB (Diponegoro International Journal of Business) Jurnal Ilmu Kesehatan Masyarakat (The Public Health Science Journal) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah JMK Jurnal Manajemen dan Kewirausahaan Sricommerce: Journal of Sriwijaya Community Services Jurnal Nasional Manajemen Pemasaran dan SDM Studi Ilmu Manajemen dan Organisasi Journal of Management and Digital Business Reviu Akuntansi, Manajemen, dan Bisnis Jurnal Abdimas Musi Charitas Jurnal Ilmu Kesehatan Masyarakat (The Public Health Science Journal)
Mavilinda, Hera Febria
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Medicine & Pharmacology Nursing Public Health Social Sciences

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The Influence of Green Marketing on Starbucks Purchase Decisions in Palembang Salsabilla, Viodita Amanda; Putri, Yulia Hamdaini; Mavilinda, Hera Febria
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.
Co-Authors Abrar, Muhammad Iqbal Ahmad MAULANA Akhmad Nazaruddin, Akhmad Andaiyani, Sri Andriana, Isni Annisa, Audi Rizky Aslamia Rosa Defira, Citra Dhiya’ulhaq, Muhammad Daffa Hikmah, Nur Suci Iisnawati, Iisnawati Islahuddin Daud, Islahuddin Karimudin, Yos Kristian, Dery Kumalasari, Farida Lina Dameria Siregar Lusfia, Tiara Kemala Melinia, Fitri Nofiawaty Nofiawaty Nofiawaty Puteri, Fatimah Eka Rosa, Aslamia Rosa Sadikin, Rahmad Salsabilla, Viodita Amanda Siregar, Muhammad Ichsan Thamrin, Kemas Muhammad Husni Yulia Hamdaini Putri Yunita, Dessy