Strategic Analysis of Green Marketing and Brand Image Towards Purchase Decision Consumer Coffee Shop During Pandemic Covid-19

Abstract

Changes in people’s lifestyles are largely determined by the products they buy, especially for their daily consumption needs. The higher level of community needs, making it a challenge for companies how can they make a new innovation. In order that with the increasing daily consumption needs of the people, it does not interfere with the nature sustainability. During Pandemic Covid-19 in indonesia make Consumer of Coffee Shop using online delivery to purchase any Coffee Shop menu, and it impact of the plastic used to package the meals and drinks. With the brand image of Coffee Shop company which is it have a good perspective from people in Indonesia and the existence of green marketing, especially the packaging of material that Coffee Shop currently have for package meals and drinks is using recycle material instead of using plastic to maintain natural sustainability. This research aims to determine the relationship between Brand Image and Green Marketing on the purchasing decisions of Coffee Shop Consumer, how brand image and green marketing make consumer purchase decision of product in coffee shop by using food delivery platform during pandemic Covid-19 in indonesia. The population used in this study is social media followers on official social media Coffee Shop Indonesia account. The sampling technique used is Simple Random Sampling, which is based on the number of samples obtained 400 respondents. The data analysis technique is multiple linear regression method. The test results show that Brand Image and Green Marketing variables have a significant and positive influence on purchasing decisions and From the results of the t test and f test, it shows that brand image and green marketing partially and simultaneously affect the purchase decision of Coffee Shop consumers. It shows that the relationship between Brand Image and Green Marketing have an impact on increasing consumer purchasing decision.

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