Cakrawangsa Bisnis
Vol 3, No 1 (2022): April

The Influence Of Green Marketing and Green Brand Image nn Green Satisfaction Starbucks Yogyakarta

Yoga Pranata (STIM YKPN Yogyakarta)
Sri Rejeki Ekasasi (STIM YKPN Yogyakarta)

Article Info

Publish Date
30 Aug 2022

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.

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Journal Info
Cakrawangsa Bisnis
Website

Abbrev

cb

Publisher

Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

CAKRAWANGSA BISNIS adalah jurnal ilmiah yang diterbitkan oleh Sekolah Tinggi Ilmu Manajemen YKPN. Jurnal ini merupakan jurnal dengan akses terbuka dan diterbitkan dua kali setahun (April dan Oktober). Misi yang diusung jurnal ini adalah menyebarluaskan hasil penelitian dan karya tulis mahasiswa ...