Nabila, Mustika Shafa (2024) Pengaruh Green Marketing, Brand Ambassador, dan Brand Awareness terhadap Keputusan Pembelian Fore Coffee di Kota Surabaya. (The Influence of Green Marketing, Brand Ambassador, and Brand Awareness on Fore Coffee Purchase Decisions in Surabaya City). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The development of the F&B (Food and Baverage) industry in Indonesia is increasing in the current era, so it is not uncommon for restaurants, cafes and coffee shops to become the go-to places. This is supported by one example, namely the rise of the Coffee Shop business. Coffee shop or also known as coffee shop is a nickname for someone to give the name of a business place that not only sells coffee, but also various kinds of food as well as hot or cold drinks which will also produce waste. This waste from industry is the aim of the author to research whether or not there is Green Marketing that uses ecological topics, especially the topic of Environmental issues. Not only that, Brand Ambassadors are increasingly being used by business people to market their business in order to get public attention. Then, the more diverse Coffee Shop brand names can also encourage consumers to respond to whether there is Brand Awareness in the business. So it can be concluded that this research aims to determine the influence of Green Marketing, Brand Ambassador and Brand Awareness on purchasing decisions for Fore Coffee in the City of Surabaya. This type of research is a quantitative type of research with a sample of 100 samples filled by visitors who have purchased and consumed Fore Coffee in City of Surabaya. The results of this research show that partially the Green Marketing variable has a positive and significant influence on Purchasing Decisions, the Brand Ambassador variable has a positive and significant influence on Purchasing Decisions and the Brand Awareness variable has a positive and significant influence on Purchasing Decisions. And simultaneously all independent variables have a positive and significant influence on Fore Coffee Purchase Decisions in the City of Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Green Marketing, Brand Ambassador, Brand Awareness and Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000139 Mustika Shafa Nabila |
| Date Deposited: | 12 Dec 2024 06:40 |
| Last Modified: | 12 Dec 2024 06:40 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33524 |
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