THE EFFECT OF GREEN MARKETING TOWARDS INTERESTS TO BUY CONSUMERS OF STARBUCKS COFFEE MEDIATED BY BRAND IMAGE
Livia Windiana and Ary Bakhtiar
UMM
Abstract
According to (almuarief, 2016), the concept of green marketing was introduced by Bell, Emeri, and Feldman since 1971. One company that applies go green and cares about the environment is Starbucks. Starbuckss concern for the environment is Starbucks policy regarding minimizing the use of tumblers, recycling the tumblers used, and using recycled materials at Starbucks outlets. The purpose of this research is (1) To determine the effect of green marketing on Starbucks Coffee brand image in Malang (2) To determine the effect of green marketing on buying the interest of Starbuck Coffee in Malang City (3) To determine the effect of brand image on buying the interest of Starbuck Coffee in Malang City. This research was conducted at Starbucks Malang City Point and Starbucks Araya City in March-July 2019. The object of this research was a brand image (X1 green marketing (X2) and buying interest (Y). Data analysis used was using descriptive qualitative analysis, reliability test analysis and path analysis The research results obtained (1) Green Marketing has a positive and significant effect on Brand Image (2) Green Marketing has a positive and significant effect on Purchase Interest (3) Brand Image has a positive and significant effect on Buy Interest
Keywords: green marketing, product image, interest in buying
Topic: Environmentally Sustainable Agriculture