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All Journal E-Journal of Linguistics Jurnal Manajemen Pelayanan Hotel Jurnal Scientia Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Community Empowerment Synergy and Society Service Journal of Tourism and Interdiciplinary Studies Sevanam: Jurnal Pengabdian Masyarakat Jurnal Ilmiah Hospitality Management Pariwisata Budaya: Jurnal Ilmiah Pariwisata Agama dan Budaya BINA CIPTA Jurnal Penelitian Pendidikan Indonesia Edukasi Litera : Jurnal Bahasa dan Sastra BJHTCR Jurnal Mosaik Hospitaliti Jurnal Pengabdian Dosen Republik Indonesia (JPDRI)
Ni Wayan Mekarini
Triatma Mulya University
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : Edukasi

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Effects Of Green Marketing, E-Wom, And Brand Image On Purchase Intention Through Consumer Education/Learning: Evidence From Starbucks Reserve Dewata Bali Zelamewani, Ni Kadek Resy; Karta, Ni Luh Putu Agustini; Mekarini, Ni Wayan
Jurnal Edukasi Vol 13 No 2 (2025): EDUKASI
Publisher : Fakultas Keguruan dan Ilmu Pendidikan Universitas Islam Indragiri (UNISI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61672/judek.v13i2.3250

Abstract

This study aims to analyze the effect of green marketing, electronic word of mouth (E-WOM), and brand image on purchase intention, both partially and simultaneously, in the case of Starbucks Reserve Dewata Bali. The phenomenon underlying this research is the growing awareness of environmental sustainability that shapes modern consumer behavior, especially in the premium coffee industry. Data were collected from 140 respondents who were consumers of Starbucks Reserve Dewata Bali using a questionnaire distributed via purposive sampling. The study applied descriptive quantitative methods with multiple linear regression analysis to test the hypotheses. The findings indicate that green marketing, E-WOM, and brand image each have a positive and significant effect on purchase intention. Simultaneously, the three variables contribute significantly to strengthening consumers’ intention to purchase. Green marketing strategies focusing on sustainability, positive consumer reviews shared digitally, and a strong, trusted brand image collectively reinforce consumers' purchase decisions. The study concludes that integrating environmental, social, and digital communication aspects into marketing strategies is crucial for enhancing purchase intention in environmentally conscious markets. These results provide managerial implications, suggesting that businesses, particularly in the premium coffee sector, should continuously strengthen sustainability practices, digital engagement, and brand positioning to remain competitive and relevant.
Co-Authors Aerial Yeremia Jumadi Agnes Rai Madalena Anak Agung Ratih Wijayanti Arini, Ni Nyoman Cahyani, Ni Luh Putu Charisa Gracia Ola Christoper, I Putu Erick Raditya Clarissa, Sarita Vania Devi Anggriani Dewi, Kadek Ayu Arista Dewi, Putu Rika Arista Diputra, I Gusti Agung Putu Sagung Angga Edy Moeljadi Frederika Banyo Gunawan Wibisono Holyness Nurdin Singadimedja I Gede Kesuma Arimbawa I Gusti Made Sutjaja I Ketut Sutapa I Ketut Sutapa I Made Ardana I Made Ari Sedana I Made Bayu Wisnawa I Made Ngurah Ryan Yasa Permana I Made Suwitra Wirya I Nengah Sandi Artha Putra I Nengah Subadra I Nyoman Komang Adi Saputra I Putu Agus Suarsana Ariesta I Putu Agus Suarsana Ariesta I Wayan Agus Arif Budi Astina I Wayan Kartimin I WAYAN PASTIKA Ida Bagus Nyoman Krisna Prawira Yuda Jaka Nur Hidayat Kadek Dirda Dwiadnyani Kardana, I Ketut Kedang, Yohanes Oge Komang Shintiya Nita Kristiana Putri Kristina Rati Ratna L.K Herindyah Kartika Yuni Lubis, Richard Marco Luh Putu Pusparini Made Hedy Wartana Made Padmarani Sudewiputri Maria Agusta Hipolita Ampur Maria Angelia Selvira Foglin Ni Luh Gede Eka Wintari Ni Luh Putu Agustini Karta Ni Made Pramita Dewi Ni Nyoman Arini Ni Nyoman Nidya Trianingrum Ni Putu Yunik Anggreni Ni Putu Yunik Anggreni Nyoman Ayu Putri Lestari Putra, Pande Gede Mahadana Putra, Putu Devan Maheswara Putra, Putu Guntur Pramana Putu Agus Prayogi Putu Agus Prayogi Putu Sutama Sudarsana, Komang Sulistiyo Adi Joko Saharjo Sulistyoadi Joko Saharjo Sunata, I Made Suryaningsih, Ida Ayu Anggreni Widiana, I Wayan Adi Wiles, Erna Zulaeni Yohanes Oge Kedang Zelamewani, Ni Kadek Resy