Citation:

Khairunnisa Ruhiyat, Syarief Gerald Prasetya, Dadi Muhamad Hasan Basri. "The Effect of Green Products and Green Promotion on Purchasing Decisions on Starbucks Products" International Research Journal of Economics and Management Studies, Vol. 3, No. 6, pp. 272-281, 2024.

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.

References:

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Keywords:

Green Product, Green Promotion, Purchasing Decision.