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

Yudha Ari Wibowo, Ririn Wulandari

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.


Keywords


Green Marketing Word of Mouth Brand Image Buying Decisions

Full Text:

PDF

References


Aldoko, D., Suharyono, S., & Yuliyanto, E. (2016). Pengaruh Green Marketing terhadap Brand Image dan Dampaknya pada Keputusan Pembelian P (Survei pada Mahasiswa Fakultas Ilmu Administrasi 2012/2013 Universitas Brawijaya yang melakukan Pembelian Produk Tupperware). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 40(2), 17–23.

Anggono, A., & Sunarti. (2018). Pengaruh Harga dan Word of Mouth terhadap Keputusan Memulai ( Survei pada Pengunjung Wisata Paralayang , Kota Batu ). Jurnal Administrasi Bisnis (JAB), 61(3), 190–197.

Arief, M., & Kurniawati, N. (2017). Does Green Marketing Will Be Impact The Purchase Decision ? A Theoretical Perspective. Archives of Business Research. Arsip Riset Bisnis, 5(4), 43–54.

Desanto, TMJ, Mandey, SL, Soepeno, D., Ekonomi, F., Bisnis, D., Manajemen, J., Sam, U., & Manado, R. (2018). Analisis Pengaruh Green Marketing Dan Corporate Social Responsibility Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervensi Pada Konsumen Produk Air Minum Dalam Kemasan (Amdk) Aqua Di Kota Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 1898–1907. https://doi.org/10.35794/emba.v6i4.20911

Dewi, K., & Aksari, N. (2017). Peran Brand Image Dalam Memediasi Pengaruh Green Marketing Terhadap Keputusan Pembelian (Studi Kasus Produk Oriflame Di Kota Denpasar). E-Jurnal Manajemen Universitas Udayana, 6(11), 251511.

Erlitna, KG, & Soesanto, H. (2018). Analisis Pengaruh Harga , Kualitas Produk Dan Positive Word of Mouth Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening ( Studi Pada Pengguna Iphone Di Fakultas Kedokteran. Diponegoro Journal of Management, 7(4), 1–15.

Hanaysha, JR (2018). An examination of the factors affecting consumer’s purchase decisions in the Malaysian retail market. PSU Research Review, 2(1), 7–23 https://doi.org/10.1108/prr-08-2017-0034

Istantia, S., Kumadji, S., & Hidayat, K. (2016). Pengaruh Green Marketing terhadap Brand Image dan Keputusan Pembelian (Survei pada Pengguna Produk Ramah Lingkungan Lampu Philips LED di Perum Kepanjen Permai 1, RW 4, Desa Talangagung, Kec. Kepanjen, Malang , Jawa Timur). Jurnal Administrasi Bisnis, 32(1), 174-182.

Jalilvand, MR, & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.or g/10.1108/02634501211231946

Kala, D., & Chaubey, DS (2018). Impact of Electronic Word of Mouth on Brand Image and Purchase Intention towards Lifestyle Products in India. Pacific Business Review International, 10(9), 135-144. www.pbr.co.in

Kusuma, EI, Surya, J., & Suhendra, I. (2017). Pengaruh Strategi Green Marketing dan Pengetahuan Lingkungan terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening (Studi pada member Tupperware di Kota Rangkasbitung). Jurnal Riset Bisnis Dan Manajemen Tirtayasa, 14(04), 33–49.

Leckie, J.L.A.L.C (2017). Green brand benefits and their influence on brand loyalty. Marketing Intelligence & Planning, 35(3), 1-33.

Manongko, A.A.C, & Pd, S. (2018). Green Marketing (Suatu Perspektif Marketing Mix & Theory of Planned Behavior ).

Nagar, K. (2015). Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation. Journal of Global Marketing, 28(3–5), 152–171. https://doi.org/10.1080/08911762.2015.1114692

Palalic, R., Ramadani, V., Mariam Gilani, S., Gërguri-Rashiti, S., & Dana, L. (2020). Social media and consumer buying behavior decision: what entrepreneurs should know?. Management Decision. https://doi.org/10.1108/MD-10-2019-1461

Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence and Planning, 37(4), 372–385. https://doi.org/10.1108/MIP-02-2018-0070

Putra, SW, & Gumanti, TA (2017). The Influence of Brand Equity and Green Marketing on Consumer ’ s Decision to Purchase Honda Beat Series in Surabaya. Journal of Management and Marketing Review, 2(4), 1–6.

Setiadi, N. (2015). Perilaku Konsumen: Perspektif Kontemporer pada Motif, Tujuan, dan Konsumen. Grup Media Prenada.

Silvia, F., Fauzi, A., & Kusumawati, A. (2014). Dampaknya Pada Keputusan Pembelian (Surveyor Pada Konsultan Independen di Oriflame Cabang Surabaya). Jurnal Administrasi Bisnis, 14(1), 1–9.

Singhal, A., & Malik, G. (2018). The attitude and purchasing of female consumers towards green marketing related to cosmetic industry. Journal of Science and Technology Policy Management, 34(1), 1–20.

Sugiarta, IM, & Santika, ES ; IW (2017). Pengaruh Alat Pemasaran Hijau terhadap Perilaku Konsumen. Prosiding Seminar Nasional AIMI, 27–28.

Tjiptono, F. (2015). Strategi Pemasaran. Andi Offset.

Tjiptono, F., & Chandra, G. (2016). Pemasaran Jasa (Prinsip, Penerapan, dan Penelitian). Dan saya.

Tsai, PH, Lin, GY, Zheng, YL, Chen, YC, Chen, PZ, & Su, ZC (2020). Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56. https://doi.org/10.1016/j.jretconser.2020.102162

Ulza, E., Setiawan, E., & Arifudin, M. (2019). Pengaruh Word Of Mouth, Brand Image Dan Gaya Hidup Terhadap Keputusan Pembelian Konsumen. Manajemen & Bisnis Indonesia, 5(1), 1–8.

Wulandari, R., Suharjo, B., Soehadi, A., & Purnomo, H. (2012). Characteristic and Preferences of Green Consumer Stratification As Bases to Formulating Marketing Strategies of Eco label-Certified Furniture. Issues in Social and Environmental Accounting, 6(2), 123–141. https://doi.org/10.1016/j.accfor.2011.07.003




DOI: http://dx.doi.org/10.22441/jies.v11i1.15049

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Jurnal Ilmu Ekonomi dan Sosial (JIES)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Jurnal Ilmu Ekonomi dan Sosial (JIES)
Editorial Office:
Pusat Penelitian Universitas Mercu Buana Jakarta, Gedung D Lantai 1,
Jalan Meruya Selatan No. 01, Kembangan, Jakarta Barat 11650.
Phone 021-5840816 Extention 3451 Fax. 021-5840813.
Homepage : http://www.mercubuana.ac.id Email : [email protected]

Portal ISSNPrint ISSN: 2301-9263
Online ISSN: 2621-0371

 

Creative Commons License
Jurnal Ilmu Ekonomi dan Sosial (JIES) and the article sare licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Web Analytics Made Easy - StatCounter
View My Stats

 

The journal was indexed by: