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All Journal Habitat Agribusiness Journal
Ary Bakhtiar
Muhammadiyah Malang University
Agriculture, Biological Sciences & Forestry Other

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The Effect of Green Marketing toward the Consumers Buying Interest of Starbucks Coffee Mediated By Brand Image Livia Windiana; Ary Bakhtiar; Via Rizky Kurniasih; Shaila Basamah
HABITAT Vol. 31 No. 1 (2020): April
Publisher : Department of Social Economy, Faculty of Agriculture , University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.habitat.2020.031.1.4

Abstract

Starbucks is a company applied to go green and concerned in the environment. Moreover, it is supported by the policy regarding the plastic cups minimalization and recycled materials used in Starbucks outlets. The objectives of the study are (1) To determine the effect of green marketing on Starbucks coffee brand image in Malang, (2) To determine the effect of brand image on buying interest in Starbuck Coffee in Malang. This research conducted at Starbucks Malang City Point and Starbucks Kota Araya in March-July 2019. The object of the research was the brand image (X1) green marketing (X2) and buying interest (Y). The data were analyzed using qualitative descriptive analysis, reliability test analysis, and path analysis. The results were (1) Green Marketing had positive and significant effects on Brand Image in other words the better quality of Green Marketing impacted on Brand Image quality improvement Starbucks Outlets in Malang (2) Brand Image had positive and significant effects on buying interest, in another sense better Brand Image of Starbucks Outlets in Malang impacted on consumer buying interest enhancement.
Consumerism of Food and Non-Food Products on Online Platforms Luh Ayu Karunia Dewani; Ketut Budi Susrusa; Gede Mekse Korri Arisena; Ary Bakhtiar
Agribusiness Journal Vol 8, No 1 (2025): Agribusiness Journal
Publisher : UNIVERSITAS SEMBILANBELAS NOVEMBER KOLAKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31327/aj.v8i1.2363

Abstract

In the digital era, students increasingly rely on online platforms to fulfill their consumption needs for food and non-food products. The development of e-commerce and digital payment systems such as e-wallets has changed consumption patterns, offering ease of transactions and increasing the tendency of consumptive behavior. Consumerism, which is the tendency to buy excessively without considering actual needs, is a phenomenon that needs to be studied more deeply. Students are vulnerable to impulsive consumption due to promotions, discounts, and easy access to online products. This study examines the relationship between the use of e-wallets, e-commerce, and college students' consumerism levels in food and non-food shopping.
E-Wallet and Food Consumption: Satisfaction and Loyalty Of Gen Z College Student Anak Agung Istri Arundhati Aiswara; Ketut Budi Susrusa; Gede Mekse Korri Arisena; Ary Bakhtiar
Agribusiness Journal Vol 8, No 1 (2025): Agribusiness Journal
Publisher : UNIVERSITAS SEMBILANBELAS NOVEMBER KOLAKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31327/aj.v8i1.2364

Abstract

The increasing use of e-wallets among college student, particularly for food purchases, faces challenges such as unstable digital payment infrastructure and limited platform features. This study aims to identify e-wallet usage frequency, assess consumer satisfaction and loyalty, and explore the relationship between these factors. Utilizing a literature review method, the research involves planning, conducting, and reporting on existing scholarly works related to the topic. Findings indicate user characteristics and e-wallet usage frequency significantly influence college student' satisfaction and loyalty. The research concludes that security, convenience, service quality, and promotional effectiveness are crucial in shaping college student satisfaction and loyalty toward e-wallets. To improve user adoption and retention, e-wallet providers should enhance security measures, ensure efficient service, and offer appealing promotions like cashback and discounts. Furthermore, incorporating financial education and budget management features, along with additional services such as transportation and bill payments, can increase the relevance and utility of e-wallets for Gen Z college student.
Co-Authors Anak Agung Istri Arundhati Aiswara Gede Mekse Korri Arisena KETUT BUDI SUSRUSA Livia Windiana Luh Ayu Karunia Dewani Shaila Basamah Via Rizky Kurniasih