Saputro, Michael Aditya (2022) THE INFLUENCE OF GREEN MARKETING AND BRAND PERCEIVED QUALITY TOWARD CUSTOMER PURCHASE DECISION IN STARBUCKS CAFE. S1 thesis, Universitas Atma Jaya Yogyakarta.
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Abstract
This research aims to see the influence of green marketing and brand perceived quality toward customer purchase decisions at Starbucks cafe. The current development of technology makes it easier for humans to search for information. Green marketing as the process of marketing products that are assumed to be safe for the environment are widely use in present time to drive sales. The perception of a brand that have good quality are one of factors that drive sales. Customer purchase decision are influence by a person lifestyle, personality, gender, benefits of the product, quality of the product and a person needs. This research is expected to give a deeper understanding of the influence of green marketing and brand perceived quality toward customer purchase decisions. This study uses quantitative methods. The sample was determined using the purposive sampling technique. The data used were collected from online questionnaires given to 147 consumers who purchased Starbucks product in the last two months. The data were analysed using SPSS version 26. The regression model or multiple linear regression helps with hypothesis testing by testing the green marketing and brand perceived quality on the purchase decision. The analysis result showed that green marketing and brand perceived quality give impact towards purchasing decisions.
| Item Type: | Thesis (S1) |
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| Uncontrolled Keywords: | green marketing, brand perceived quality, purchase decision |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor 3 uajy |
| Date Deposited: | 01 Feb 2023 10:38 |
| Last Modified: | 01 Feb 2023 10:38 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/28340 |
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