INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen
Vol. 20 No. 4 (2024): November

The Effect of Green Marketing Mix 7P on Coffee Product Purchase Decisions at MSMEs Coffee Shop Makassar

Fitriany (Unknown)
Dwinanda, Giri (Unknown)
Nugraha, I Made Widhi (Unknown)
Makkulau, Mochammad Mallingkaan (Unknown)
Mubyl, Mutiarini (Unknown)

Article Info

Publish Date
30 Nov 2024

Abstract

This study examines the influence of Green Marketing Mix 7P on Coffee Product Purchase Decisions in MSME Coffee Shops in Makassar. Through SEM analysis with SmartPLS 4.0 analysis tool and involving 270 respondents, this study found that Green Place (environmentally friendly interior design) and Green Process (sustainable production process) have a significant influence on purchasing decisions. Meanwhile, Green Product, Green Price, Green Promotion, Green People, and Green Physical Evidence did not have a significant influence. This research provides important implications for MSME Coffee Shop actors in Makassar to focus on environmentally friendly interior design and implement sustainable production processes

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Journal Info
INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen
Website

Abbrev

INOVASI

Publisher

Universitas Mulawarman

Subject

Economics, Econometrics & Finance

Description

INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen is a scientific publication that focuses on the latest research and development in the fields of economics, finance, and management. This journal aims to present high-quality and relevant research results for academics, practitioners, and ...