BAURAN PEMASARAN HIJAU TERHADAP MINAT BELI KONSUMEN EL’S COFFEE DI BANDAR LAMPUNG

Mala Kurniasari; Ahmad Hudalil

doi:10.36448/jmb.v15i1.4261

BAURAN PEMASARAN HIJAU TERHADAP MINAT BELI KONSUMEN EL’S COFFEE DI BANDAR LAMPUNG

Mala Kurniasari, Ahmad Hudalil

Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya kesadaran konsumen terhadap isu lingkungan, yang mendorong pelaku usaha untuk menerapkan strategi pemasaran hijau. El’s Coffee sebagai salah satu pelaku industri kopi modern dituntut untuk menyesuaikan bauran pemasarannya agar tetap relevan dengan preferensi konsumen yang semakin berorientasi pada keberlanjutan. Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran hijau yang terdiri dari green product, green price, green place, dan green promotion terhadap minat beli konsumen di Bandar Lampung. Metode yang digunakan adalah kuantitatif dengan pendekatan survei dan teknik analisis regresi linier berganda. Sampel sebanyak 216 responden diperoleh melalui teknik purposive sampling. Hasil penelitian menunjukkan bahwa secara parsial, green product, green price, dan green promotion berpengaruh positif dan signifikan terhadap minat beli, sedangkan green place tidak berpengaruh signifikan. Dengan demikian, dapat disimpulkan bahwa sebagian besar elemen dalam bauran pemasaran hijau berperan penting dalam mendorong minat beli konsumen El’s Coffee. Temuan ini memberikan implikasi strategis bagi perusahaan dalam merancang pendekatan pemasaran yang tidak hanya kompetitif, tetapi juga berwawasan lingkungan.

Keywords

Bauran Pemasaran Hijau, Minat Beli

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DOI: http://dx.doi.org/10.36448/jmb.v15i1.4261