Analisis Pengaruh Price Perception, Green Marketing dan Brand Awareness Terhadap Purchase Intention dan Purchase Decision
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Abstract
Penelitian ini bertujuan untuk mengkaji pengaruh price perception, green marketing, dan brand awareness terhadap purchase intention dan purchase decision konsumen Point Coffee di Kota Bekasi. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui survei kepada konsumen remaja dan dewasa. Hasil analisis menunjukkan bahwa price perception, green marketing, dan brand awareness berpengaruh positif dan signifikan terhadap purchase intention konsumen. Selain itu, purchase intention juga terbukti memberikan pengaruh positif dan signifikan terhadap purchase decision. Secara langsung, price perception dan brand awareness juga berpengaruh positif dan signifikan terhadap purchase decision. Temuan ini memberikan kontribusi bagi pengembangan teori perilaku konsumen serta menawarkan rekomendasi strategis bagi pelaku usaha, khususnya Point Coffee, dalam merancang strategi pemasaran yang efektif dan membangun kepercayaan konsumen. Penelitian ini diharapkan dapat menjadi referensi bagi penelitian selanjutnya di industri kedai kopi di Indonesia.
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