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All Journal Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) Jurnal Ketahanan Pangan Jurnal Ilmu Manajemen (JIMMU) Al-Kharaj: Journal of Islamic Economic and Business International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) E-JRM
Mahardani, Ahmad Subhan
Universitas Islam Malang
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Brand Image as a Mediator Between Green Marketing, Price, and Consumer Purchase Decisions at Starbucks Coffee Lailia Afifah; Muhammad Ridwan Basalamah; Ahmad Subhan Mahardani
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 3 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i3.12244

Abstract

This study aims to analyze the role of Brand Image in mediating the influence of Green Marketing and Price on the Purchase Decision of Starbucks Coffee consumers in Malang City. The research method used a quantitative approach with a purposive sampling technique on 105 respondents, and data analysis was carried out through Structural Equation Modeling (SEM) based on Partial Least Square (PLS) using SmartPLS. The results of the study show that Green Marketing has a positive but insignificant effect on purchase decisions, while Price has a positive and significant effect. In addition, Green Marketing and Price have been proven to have a significant effect on Brand Image, which in turn has a positive effect on purchase decisions. Another important finding is that Brand Image is able to mediate the influence of Green Marketing and Price on purchase decisions. Theoretically, this study strengthens the study of consumer behavior by placing Brand Image as a mediating variable, while practically providing implications for Starbucks to maintain the quality of products and services while strengthening sustainability programs so that brand image is more positive and consumer purchasing decisions increase.
Co-Authors Abdul Khodir Djaelani Abdul Kodir Djaelani Aleria Irma Hatneny Basalamah, Muhammad Ridwan Dede Yusuf Sutrisman Dita Rosemella Paramadina Karmilaturrahman Khalikussabir, Khalikussabir Lailia Afifah Nila Apriliyanti Pardiman Putri Mauza Assyahidah Ronaldus Ledo Saraswati, Ety Yanur Rifky Sumazakya