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Mubyl, Mutiarini
Institut Teknologi Dan Bisnis Nobel Indonesia
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Journal : INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen

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The Effect of Green Marketing Mix 7P on Coffee Product Purchase Decisions at MSMEs Coffee Shop Makassar Fitriany; Dwinanda, Giri; Nugraha, I Made Widhi; Makkulau, Mochammad Mallingkaan; Mubyl, Mutiarini
INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Vol. 20 No. 4 (2024): November
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jinv.v20i4.2299

Abstract

This study examines the influence of Green Marketing Mix 7P on Coffee Product Purchase Decisions in MSME Coffee Shops in Makassar. Through SEM analysis with SmartPLS 4.0 analysis tool and involving 270 respondents, this study found that Green Place (environmentally friendly interior design) and Green Process (sustainable production process) have a significant influence on purchasing decisions. Meanwhile, Green Product, Green Price, Green Promotion, Green People, and Green Physical Evidence did not have a significant influence. This research provides important implications for MSME Coffee Shop actors in Makassar to focus on environmentally friendly interior design and implement sustainable production processes
Co-Authors A. Lutfiah Saskia A. Syahriana Asdar Abdullah Abdullah Agus Purnomo Sidi Ahmad Firman Alhamdi, Agil Andi Widiawati Anshar Daud Arsinta Zalzabila Bahrul Ulum Ilham, Bahrul Ulum Bater, Lidia Deddy Rahwandi Fathorrahman Fitriany Giri Dwinanda Iradat Rayhan Sofyan Irwanto, Dola Kamaluddin, Laode Amijaya Latief, Fitriani M.Ilham Mahathir Mohammad Makkulau, Mochammad Mallingkaan Mariah Mariah Mariah Mariah, Mariah Mariah, Mariah Maryanti Maryanti Muhammad Hidayat Mustamin Mustamin Nugraha, I Made Widhi Nur Andini Sudirman Nurfadhilah Maghfirah Ramadhani Perdi Triangga said, muh Sri Fausiah Rahmayanti Sulham Rijal Tin Agustina Karnawati Wahyu Ramadhan Winda Purnamasari