RUHIYAT, KHAIRUNNISA (2024) THE EFFECT OF GREEN PRODUCTS AND GREEN PROMOTION ON PURCHASING DECISIONS ON STARBUCKS PRODUCTS / KHAIRUNNISA RUHIYAT, 2* SYARIEF GERALD PRASETYA, 3* DADI MUHAMAD HASAN BASRI. FEKBIS UNIVERSITAS BINANIAGA INDONESIA, BOGOR.
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Abstract
This research purposes to determine the influence of green products and green promotion on Purchasing Decisions
on Starbucks products. The population in this research is Starbucks Coffee consumers. The sample used was 100 respondents using non-probability sampling with purposive sampling type. This study employs a quantitative methodology. Multiple linear regression analysis is the method utilized for analysis. The research results show that green products have a positive and significant effect on Purchasing Decisions. Meanwhile, green promotion has a positive and significant effect on Purchasing Decisions. The green product variable has the greatest influence on Purchasing Decisions compared to the green promotion
variable.
| Item Type: | Other |
|---|---|
| Uncontrolled Keywords: | Green Product, Green Promotion, Purchasing Decision. |
| Subjects: | Karya Iilmiah Dosen |
| Depositing User: | badru badru badrudin |
| Date Deposited: | 12 May 2026 06:21 |
| Last Modified: | 12 May 2026 06:31 |
| URI: | http://fekbis.repository.unbin.ac.id/id/eprint/676 |
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