Abstract

The study aimed at testing the effect of green marketing on green brand image and purchase intention. The type of research used is causal associative research with a quantitative approach. The data collection method used a sample survey method. The number of respondents in the study was one hundred respondents and the sampling technique used in this study used convenience sampling. The analysis tool used is Path Analysis using SmartPLS. The results of the analysis show that: First, the better the green marketing, the better the Green Brand Image created by Starbucks Coffee. Second, the better the influence of Green Marketing, the higher the Purchase Intention level of Starbucks Coffee. Third, The better the influence of the Green Brand Image, the higher the Purchase Intention level of Starbucks Coffee Lombok Epicentrum Mall.

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