PERSEPSI KONSUMEN TERHADAP GREEN MARKETING STARBUCKS SURABAYA

Melisa Gunawan(1*), Evan Reinaldo(2), Adriana Aprilia(3), Agung Hariyanto(4),


(1) 
(2) 
(3) 
(4) 
(*) Corresponding Author

Abstract


Penelitian ini dilakukan untuk mengetahui persepsi konsumen terhadap Green Marketing Starbucks Surabaya dengan menggunakan pendekatan deskriptif kuantitatif dengan menyebarkan kuesioner yang dibagikan kepada 105 responden. Hasil penelitian menunjukkan bahwa Green Marketing cukup diketahui oleh konsumen Starbucks melalui variabel-variabel seperti produk, harga, tempat dan promosi yang dilakukan oleh Starbucks. Variabel yang paling dominan di mata konsumen Starbucks adalah variabel produk, sedangkan harga, tempat, dan promosi masih membutuhkan perhatian lebih dari konsumen.

Keywords


green marketing

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