Jurnal Ilmu Ekonomi dan Sosial (JIES)
Vol 11, No 1 (2022): Maret 2022

Effect of Green Marketing and Word of Mouth on Starbucks Indonesia Consumer Buying Decisions with Brand Image as Intervening Variable

Yudha Ari Wibowo (School of Master of Management, Faculty of Economic and Business, Universitas Mercu Buana)
Ririn Wulandari (Department of Master Management, Faculty of Economics and Business, Universitas Mercu Buana)

Article Info

Publish Date
18 Jun 2022

Abstract

This study aims to analyze Green Marketing and Word of Mouth on Starbucks Indonesia Consumer Buying Decisions through Brand Image as Intervening. The population analyzed is millennial consumers who buy Starbucks products in Jakarta and have jobs. The samples analyzed were 170 respondents. Through SEM PLS analysis, it was found that Green Marketing had a significant impact on Brand Image, Word of Mouth had a significant impact on Brand Image, Green Marketing had a significant impact on Buying Decisions, Word of Mouth had a significant impact on Buying Decisions, Brand Image had a significant impact on Buying Decisions, Brand Image has the ability to intervene Green Marketing and Word of Mouth on Buying Decisions, But unable to strengthen.

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Journal Info
Jurnal Ilmu Ekonomi dan Sosial (JIES)
Website

Abbrev

jies

Publisher

Universitas Mercu Buana

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

Description

JURNAL ILMU EKONOMI DAN SOSIAL (JIES) is a single-blind peer-reviewed, quarterly, multidisciplinary research journal in the field of Economics and Social Sciences who published by the Research Center, Universitas Mercu Buana. This journal discusses the results of conceptual and applied science ...