Pengaruh Green Marketing dan Brand Image terhadap Keputusan Pembelian Fore Coffee (Survei pada Konsumen Fore Coffee Cabang Soekarno Hatta Malang)
DOI:
https://doi.org/10.63822/bm5pam49Keywords:
Green Marketing; Brand Image; Purchase Decision; Fore CoffeeAbstract
Growing public awareness of environmental issues encourages changes in consumer behavior when choosing products that are of high quality and demonstrate a commitment to sustainability. The increasingly competitive coffee shop industry encourages companies to create differentiation through green marketing and a strong brand image to influence purchasing decisions. This study aims to examine the effect of green marketing and brand image on purchasing decisions at Fore Coffee Soekarno Hatta Branch, Malang. Using a quantitative approach, data were collected from 97 respondents selected by purposive sampling. Data were analyzed using multiple linear regression and hypothesis testing (t-test and F-test) with SPSS. The results showed that green marketing partially had a positive and significant effect on purchase decisions (t-value 3.741 > 1.985; sig. 0.000 < 0.05), brand image partially had a positive and significant effect (t-value 6.156 > 1.985; sig. 0.000 < 0.05), and both variables simultaneously had a positive and significant effect (F-value 65.735 > 3.093; sig. 0.000 < 0.05). The coefficient of determination (R²) of 57.4% indicates that green marketing and brand image explain purchase decisions. This study concludes that green marketing and brand image contribute to increasing consumer purchasing decisions at Fore Coffee Soekarno Hatta Branch, Malang.
References
Agustini, M. Y. (2019). Green marketing: The context of Indonesia and Philippines. Lap Lambert Academic Publishing.
Aaker, D. A. (2017). Building strong brands. Routledge.
Amrita, N. D., et al. (2024). Green marketing (Dunia baru dalam dunia marketing). PT. Sonpedia Publishing Indonesia.
Firmansyah, M. A. (2019). Pemasaran produk dan merek (Planning & strategy). CV. Penerbit Qiara Media.
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Indrasari, M. (2019). Pemasaran & kepuasan pelanggan. Unitomo Press.
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2), 128-143.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Manongko, A. A. (2018). Green marketing (Suatu perspektif marketing mix & theory of planned behavior). Yayasan Makaria Waya.
Mirrahma, A. A., Lidyah, R., & Maulana, C. Z. (2025). Pengaruh green marketing terhadap keputusan pembelian kopi ramah lingkungan melalui kesadaran lingkungan di Fore Coffee Palembang dalam perspektif Maqashid Syariah. Syarikat: Jurnal Rumpun Ekonomi Syariah, 203-218.
Pantjaningsih, P., & Maramis, S. C. (2025). Pengaruh green marketing dan citra merek terhadap keputusan pembelian pada konsumen Starbucks Coffee di Kota Depok. Indonesia Journal Economic, Finance, Business and Management, 101-110.
Polonsky, M. J. (2017). Green marketing: A global perspective on green marketing practice. Greenleaf Publishing Limited.
Poortinga, W., & Whitaker, L. (2018). Promoting the use of reusable coffee cups through environmental messaging, the provision of alternatives and financial incentives. Sustainability Journal (MDPI), 1-10.
Rama, D. A., Mubarokah, & Atasa, D. (2025). Analisis pengaruh green marketing dan perilaku konsumen terhadap keputusan pembelian Fore Coffee Gwalk Surabaya. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 578-588.
Sangadji, E. M., & Sopiah. (2013). Perilaku konsumen. Andi Publisher.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior. Pearson.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2020). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D (5th ed.). Alfabeta.
Sukiman, & Salam, A. (2021). Analisis pengaruh green marketing dan brand awareness terhadap keputusan pembelian konsumen produk merek AQUA. Jurnal Ilmu Manajemen, 69-80.
Swasty, W. (2016). Merek, branding memahami dan merancang strategi. PT Remaja Rosdakarya.
Taali, M., & Maduwinarti, A. (2023). Green marketing. PT. Sonpedia Publishing Indonesia.
Tjiptono, F. (2016). Pemasaran esensi & aplikasi. Andi Ofset.
Wardhana, A. (2024). Brand management in the digital era. Eureka Media Aksara.
Wicaksono, K. P. (2025). Pengaruh green marketing dan brand image terhadap buying decision dengan purchase intention sebagai variabel intervening di Starbucks Coffee Jalan HR. Soebrantas Pekanbaru. [Skripsi, Universitas Islam Riau].
Wolok, T. (2019). Green marketing pemasaran & pembelian. Artha Samudra.
Yanti, E. W., & Sutrisna, E. (2026). Pengaruh social media marketing dan brand image terhadap keputusan pembelian pada Kopi Kenangan Panam Pekanbaru. Jurnal Daya Saing, 100-108.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Muhammad Aditya, Musthofa Hadi, Achmad Zaini (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
