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All Journal JURNAL KOMUNIKASI DAN BISNIS Caraka : Indonesia Journal of Communication
Samaria, Sarah
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Arts Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Journal : JURNAL KOMUNIKASI DAN BISNIS

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Sipping Sustainability: Exploring the Green Marketing Mix Driving the Purchase of Oat M*lk Oatside Aryani, Miranti Siti Nur Tri; Samaria, Sarah
Jurnal Komunikasi dan Bisnis Vol. 12 No. 2 (2024): November
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jkb.v12i2.1137

Abstract

The issue of climate change due to global warming has occurred partly due to the significant increase in carbon emissions over the last few decades. This has created a market demand for products that have minimal adverse effects on the environment, also known as eco-friendly products. One of the popular eco-friendly products is oat milk. Despite the environmental issues highlighted and the product quality offered, the popularity of Oat M*lk Oatside remains low, and its higher price compared to cow's milk may influence purchasing decisions. This study aims to determine whether green product, green price, green place, and green promotion have an impact on the purchasing decisions of Oat M*lk Oatside. This study uses a quantitative approach, targeting the Instagram followers of @oatside, totaling 52,807, and a sample size of 100 people was obtained using purposive sampling, with criteria being Oat M*lk Oatside consumers residing in Jakarta. Data processing results show that Green Product and Green Promotion do not influence Purchasing Decisions, whereas Green Price and Green Place positively influence Purchasing Decisions. Green Price has a weak influence of 34.4%, and Green Place has a weak influence of 21.6% on Oat M*lk Oatside purchasing decisions.
The Influence of Toko Kopi Tuku's Marketing Communication on the Purchase Intentions of Generations Y and Z Nathaniel, Timothy; Samaria, Sarah
Jurnal Komunikasi dan Bisnis Vol. 13 No. 1 (2025): May - October
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jkb.v13i1.1349

Abstract

Coffee is now inseparable from the lives of Indonesian people, making national coffee production increase to 756.1 thousand tons by 2023. More and more coffee shops with new concepts make competition tighter, so marketing communication is needed to win the competition. One of the well-known coffee shops in Indonesia is Toko Kopi Tuku. Effective marketing is the key to attracting consumer attention and increasing purchase interest. However, there are challenges in understanding the differences in consumer characteristics between generations Y and Z. Generation Y values a balance of product quality and value, and tends to be loyal to brands that offer added value and consistent quality. Generation Z seeks unique, personalized, authentic experiences, and is more critical and independent in making purchasing decisions. These differences demand the right marketing communication strategy to attract both segments. This study aims to find out the effect of Toko Kopi Tuku's marketing communication on generation Y and Z's purchase intention. The study used a quantitative approach with a population of 169,789 Instagram followers @tokokopituku and a sample of 100 people. Purposive sampling is used with the criteria that respondents are Generation Y or Z, know, and have bought Tuku Coffee Shop. The results showed that Marketing Communication had a positive effect in a moderate level on the Purchase Intention variable (Y), which was 56.8%. The remaining 43.2% is influenced by other variables outside this study.
Co-Authors Aryani, Miranti Siti Nur Tri Nathaniel, Timothy Putri, Bunga Permata