Pengaruh Green Marketing Mix terhadap Niat Pembelian Ulang dengan Variabel Mediasi Kepuasan Konsumen Gen Z di Coffee Shop
Rehania Putri Mahardika, Dr. Ir. Dyah Ismoyowati, M.Sc.; Prof. Dr. Mirwan Ushada, S.T.P., M.App.Life.Sc.
2023 | Skripsi | TEKNOLOGI INDUSTRI PERTANIAN
Coffee has become a new lifestyle for today's consumers and increasingly in demand. Coffee consumption is increasing accompanied by the rapid development of coffee shops. Coffee shop also often educate consumers regarding sustainable environmental sustainability. Green marketing mix which consists of green product, gren price, green place, green promotion, green people, green process, and green physical evidence which is used as a reference to see business strategies so as to attract customers. Consumers who feel satisfied in their experience of buying a product or service can be seen from the willingness of consumers to make repurchases at the coffee shop.
This study aims to determine the effect of green marketing mix on consumer repurchase intentions through consumer satisfaction variables, especially for coffee shops located in Sleman Regency, Yogyakarta Special Region. The influence analysis was carried out using the Structural Equation Model Partial Least Square method from 150 respondents. Respondents are dominated by female students aged 21-24 years who live in the city of Yogyakarta with monthly income ranging from Rp1,000,000-Rp3,000,000, while the costs incurred in purchasing at coffee shops range from Rp20,000-Rp30,000 with a frequency of purchase of 2-4 times.
The results of the analysis show that green product, green promotion, green people, and green process have a negative and insignificant effect on the repurchase intention variable through the mediating variable of customer satisfaction, while green price and green physical evidence have an effect on repurchase intention through the mediation of customer satisfaction.
Kata Kunci : Green Marketing Mix, Kepuasan Konsumen, Niat Pembelian Ulang, Coffee Shop, PLS-SEM