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Yoga Pranata
STIM YKPN Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence Of Green Marketing and Green Brand Image nn Green Satisfaction Starbucks Yogyakarta Yoga Pranata; Sri Rejeki Ekasasi
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol 3, No 1 (2022): April
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v3i1.304

Abstract

This study aims to find out the impact of green marketing and green brand image on consumers’ green satisfaction Starbucks Yogyakarta. This research method uses a quantitative method assisted by the analysis of SPSS for windows 25. The sampling technique used is a non-probability sampling method with a purposive sampling method with 100 consumers of Starbucks Yogyakarta as respondents. The results of this study show that partially there is a significant positive influence between the green marketing variables toward green satisfaction. and a significant positive influence between the green brand image variables on green satisfaction. In addition, there is also a simultaneous influence between green marketing and green brand image on the green satisfaction of Starbucks Yogyakarta consumers.
Co-Authors Sri Rejeki Ekasasi