Influence of Green Marketing, Product Hygiene, and Brand Identity on Repurchase Intention Starbucks in Semarang City

Halidazia Nuril Ahfa, Fatchun Hasyim, Andi Setiawan

Abstract


Starbucks Coffee is the largest coffee shop company in the world which is engaged in the food and beverage industry. This study aims to analyze the influence of Green Marketing, Product Hygiene, and Brand Identity on Repurchase Intention of Starbucks In Semarang City. Data collection methods used are questionnaires and literature review. The questionnaire used was the Agree-Disagree Scale with a scoring of 10 points (1-10) The sample collection method used is purposive sampling with 100 people of Starbucks consumers in Semarang. The analysis technique used in this research are vailidity test, reliability test, normality test, heteroscedastisity test, multicollinearity test, linearity test, multiple linear regression, t test, F test and coefficient of determination. The data in this study are analyzed with SPSS 25. Based on the results, Green Marketing (X1), Hygiene Product (X2), and Brand Identity (X3)  have a significant positive effect of Repurchase Intention Starbucks In Semarang City. This research is expected to be a solution to the problems that occurred during the COVID-19 pandemic by applying green marketing, product hygiene, and brand identity to improve Repurchase Intention so that Starbucks will get higher number consumers repurchase intention

Keywords


Brand Identity, Green Marketing, Product Hygiene, Repurchase Intention

Full Text:

PDF

References


Afdholy, N. S. (2019). Perilaku Konsumsi Masyarakat Urban Pada Produk Kopi Ala Starbucks. Kajian Ilmu Budaya Dan Perubahan Sosial.

Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-To-Millennials: Marketing 4.0, Customer Satisfaction And Purchase Intention.

Detik-Finance. (2020). Pengelola Starbucks Indonesia Rugi Rp 455 Miliar Gara-Gara Corona. Retrieved From Https://Finance.Detik.Com/Bursa-Dan-Valas/D-5120084/Pengelola-Starbucks-Indonesia-Rugi-Rp-455-Miliar-Gara-Gara-Corona

Dhisasmito, P. P., & Kumar, S. (2020). Understanding Customer Loyalty In The Coffee Shop Industry (A Survey In Jakarta, Indonesia). British Food Journal.

Ferdinand, A. (2014). Metode Penelitian Manajemen Edisi Kelima. Badan Penerbit Universitas Diponegoro, Semarang.

Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program Ibm Spss 25 (Edisi Sembilan): Semarang: Universitas Diponegoro.

Groening, C., Sarkis, J., & Zhu, Q. (2018). Green Marketing Consumer-Level Theory Review: A Compendium Of Applied Theories And Further Research Directions.

Gujarati, D. N., & Porter, D. C. (2009). Basic Econometrics. New York; London: Mcgraw-Hill.

Herman, R., Widiasari, J., Lasmy, H., & Hartono, H. (2016). How Popular Culture Affects Brand Identity And Perceived Quality In Consumer Decision Making. Pertanika Journal Of Social Sciences Humanities.

Idn-Times. (2020). Termasuk Di Indonesia, 15 Kota Terbersih Di Asia Tenggara. Retrieved From Https://Www.Idntimes.Com/Hype/Fun-Fact/Dahli-Anggara/Kota-Terbersih-Di-Asia-Tenggara-C1c2/8

Kotler, P., & Keller, K. L. (2016). Marketing Management.

Limei, C., & Wei, L. (2020). The Impact Of Reviewers' Creditworthiness On Consumers' Purchase Intention In Edge Path: Implications For The Coronavirus Disease 2019 Pandemic. Journal Frontiers In Public Health.

Macrotrens.Net. (2021). Starbucks Revenue 2006-2021 | Sbux. Retrieved From Https://Www.Macrotrends.Net/Stocks/Charts/Sbux/Starbucks/Revenue

Mahmoud, T. O., Ibrahim, S. B., Ali, A. H., & Bleady, A. (2017). The Influence Of Green Marketing Mix On Purchase Intention: The Mediation Role Of Environmental Knowledge.

Mantiaha, G. F. (2016). The Influence Of Green Marketing On Consumer Buying Behavior (Study At The Body Shop Manado). Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(2).

Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., Bonaiuto, M. (2020). Apple Or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality And Purchase Intention Of Smartphone. Journal Sustainability.

Pramezwary, A., Winata, J., Tanesha, R., Armando, T., & Juliana, J. (2021). Brand Trust Dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Di Masa Covid-19. Jurnal Perspektif.

Saputra, V., Mulyati, A., & Andayani, S. (2015). Analisis Pengaruh Variasi Produk, Cita Rasa, Dan Higienitas Terhadap Minat Beli Konsumen (Studi Kasus Pada Ice Cream Zangrandi Surabaya). Jurnal Dinamika Administrasi Bisnis.

Sekaran, U., & Bougie, R. (2016). Research Methods For Business A Skill-Building Approach.

Shim, J., Moon, J., Song, M., & Lee, W. S. (2021). Antecedents Of Purchase Intention At Starbucks In The Context Of Covid-19 Pandemic. Journal Sustainability.

Starbucks.Co.Id. (2021). Company Profile Starbucks Coffee Indonesia. Retrieved From Https://Www.Starbucks.Co.Id/

Triyani, I. (2019). Pengaruh Kualitas Produk Makanan Dan Hygiene Sanitasi Terhadap Kepuasan Tamu Di Anggrek Restaurant Grand Arkenso Park View Hotel Semarang. Jurnal Visi Manajemen.

Wang, Y.-H., Chen, S.-T., & Chen, N.-N. (2016). An Empirical Study Of The Effect Of Green Marketing On Purchase Intention-Evidence From Green Restaurant. Journal Advances In Management Applied Economics

Wheeler, A. (2018). Designing Brand Identity : An Essential Guide For The Entire Branding Team.




DOI: http://dx.doi.org/10.32497/ab.v23i1.3478

Refbacks

  • There are currently no refbacks.


View My Stats
slot gacor slot gacor hari ini slot gacor 2025 demo slot pg slot gacor slot gacor