ANALISIS PENGARUH PRICE PERCEPTION, GREEN MARKETING, DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION DAN PURCHASE DECISION PADA MINUMAN KOPI

FACHREZA AHMAD ROBIUDIN, . (2025) ANALISIS PENGARUH PRICE PERCEPTION, GREEN MARKETING, DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION DAN PURCHASE DECISION PADA MINUMAN KOPI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini mengkaji pengaruh persepsi harga, pemasaran ramah lingkungan, serta kesadaran merek terhadap niat beli dan keputusan pembelian konsumen Point Coffee di Kota Bekasi dengan menggunakan metode survei kuantitatif yang melibatkan 255 responden dari kalangan remaja dan dewasa. Analisis data melalui Structural Equation Modeling (SEM) mengungkapkan bahwa ketiga faktor tersebut secara signifikan dan positif memengaruhi niat beli, yang kemudian berkontribusi positif terhadap keputusan pembelian. Selain itu, price perception dan brand awareness juga memberikan dampak langsung terhadap purchase decision. Temuan penelitian ini menyarankan bahwa harga yang kompetitif, pemasaran berwawasan lingkungan, dan penguatan merek dapat meningkatkan niat serta keputusan konsumen dalam membeli produk. Penelitian ini memberikan rekomendasi bagi pelaku bisnis, khususnya Point Coffee, untuk mengoptimalkan strategi penetapan harga, memperkuat merek, dan menerapkan pemasaran berkelanjutan guna meningkatkan loyalitas dan kepercayaan pelanggan serta menambah khazanah teori perilaku konsumen dalam industri kopi Indonesia sekaligus menjadi acuan bagi studi akademik berikutnya. Keywords: price perception, green marketing, brand awareness, purchase intention, purchase decision ***** This study examines the influence of price perception, green marketing, and brand awareness on purchase intention and purchase decision of Point Coffee consumers in Bekasi City by using a quantitative survey method involving 255 respondents from adolescent and adult groups. Data analysis through Structural Equation Modeling (SEM) reveals that these three factors significantly and positively affect purchase intention, which in turn positively contributes to purchase decision. Additionally, price perception and brand awareness also have a direct impact on purchase decision. The findings suggest that competitive pricing, environmentally conscious marketing, and strong brand reinforcement can enhance consumers' interest and decision to purchase the products. This study provides recommendations for business practitioners, especially Point Coffee, to optimize pricing strategies, strengthen brand image, and implement sustainable marketing to boost customer loyalty and trust, enrich consumer behavior theory in the Indonesian coffee industry, and serve as a reference for future academic research. Keywords: price perception, green marketing, brand awareness, purchase intention, purchase decision

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Fachreza Ahmad Robiudin .
Date Deposited:	11 Aug 2025 04:03
Last Modified:	11 Aug 2025 04:03
URI:	http://repository.unj.ac.id/id/eprint/59284

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