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All Journal Jurnal Ilmu Ekonomi dan Sosial (JIES)
Yudha Ari Wibowo
School of Master of Management, Faculty of Economic and Business, Universitas Mercu Buana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Effect of Green Marketing and Word of Mouth on Starbucks Indonesia Consumer Buying Decisions with Brand Image as Intervening Variable Yudha Ari Wibowo; Ririn Wulandari
Jurnal Ilmu Ekonomi dan Sosial (JIES) Vol 11, No 1 (2022): Maret 2022
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jies.v11i1.15049

Abstract

This study aims to analyze Green Marketing and Word of Mouth on Starbucks Indonesia Consumer Buying Decisions through Brand Image as Intervening. The population analyzed is millennial consumers who buy Starbucks products in Jakarta and have jobs. The samples analyzed were 170 respondents. Through SEM PLS analysis, it was found that Green Marketing had a significant impact on Brand Image, Word of Mouth had a significant impact on Brand Image, Green Marketing had a significant impact on Buying Decisions, Word of Mouth had a significant impact on Buying Decisions, Brand Image had a significant impact on Buying Decisions, Brand Image has the ability to intervene Green Marketing and Word of Mouth on Buying Decisions, But unable to strengthen.
Co-Authors Ririn Wulandari