The Effect of Green Marketing and Brand Image On Purchase Decision Through Consumer Perception As A Mediating Variable Among Kopi Kenangan Consumers In Jakarta
DOI:
https://doi.org/10.38035/dijdbm.v7i5.7333Keywords:
Green Marketing, Brand Image, Consumer Perception, Purchase Decision, Consumer Behavior, Kopi KenanganAbstract
This study aims to examine the effect of green marketing and brand image on purchase decisions through consumer perception as a mediating variable among Kopi Kenangan consumers in Jakarta. The study is motivated by the increasing importance of environmentally responsible marketing practices and strong brand image in influencing consumer behavior within the competitive food and beverage industry. A quantitative research approach is employed, with data collected from Kopi Kenangan consumers in Jakarta through a structured questionnaire. The data are analyzed using statistical methods to examine the direct effects of green marketing and brand image on purchase decisions, as well as their indirect effects through consumer perception. The conceptual framework assumes that effective green marketing and a positive brand image can shape favorable consumer perceptions, which may subsequently encourage purchase decisions. Consumer perception is therefore positioned as an important mechanism linking marketing activities and consumer decision-making. The findings are expected to provide insights for Kopi Kenangan and similar businesses in developing environmentally oriented marketing strategies, strengthening brand image, and improving consumer perceptions to support purchasing decisions
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