Green Marketing terhadap Keputusan Pembelian pada Starbucks Manado Town Square

Abstract

The purpose of this study was conducted to determine the effect of Green Marketing on Purchasing Decisions of Starbucks Manado Town Square Consumers Against. This research is a type of quantitative research using questionnaire data collection techniques. The population in this study is Starbucks Manado Town Square consumers, and a sample of 100 consumers using non-probability sampling techniques. Data analysis techniques used were validity, reliability, t-test hypotheses, multiple linear regression analysis, and coefficient of determination analysis. The results of the t-test study showed that there was a partially significant effect between the part of green marketing, namely green customer and reason of being green, on purchasing decisions. Furthermore, the results of simple regression analysis revealed the highest coefficient value was the effect of reason of being green on decisions purchasing and obtaining the analysis of the coefficient of determination (𝑅2) shows the Adjusted R Square value of 0.499, which means that 49.9% of the purchase decision is influenced by green marketing.