Pengaruh Green Marketing Concept dan Social Media Marketing terhadap Minat Beli Cookie Cup pada Kafe Monday Coffee Co. Dago Bandung

Authors

  • Avrilla Tri Herdianto Telkom University
  • Ida Nurnida Telkom University

Abstract

Abstract
Researchers are very concerned about Green Business, especially at this time, that plastic waste has become a big
issue that is quite disturbing to the environment. This study aims to examine the influence of Green Marketing Concept
and Social Media Marketing on Interest in Buying Cookie Cups at Monday Coffee Co. Dago Cafe, Bandung. The
approach used in this study is quantitative with the type and method of causality descriptive research. Sampling was
conducted using a non-probability sampling method with an accidental sampling sample type with a total of 100
respondents. The data analysis techniques used are descriptive analysis and multiple linear regression analysis. The
results showed that Green Marketing had a significant effect on buying interest with a tcal value of 2,119 in ttable =
1,984 with a significance of 0.037. Social Media Marketing has a significant effect on buying interest with a tcount
value of 3,955 in the table of 1,984 with a significance of 0.000. Simultaneously, the variables Green Marketing and
Social Media Marketing had a significant effect on buying interest with a value of fcal = 35,109 on ftable = 3.09 with
a significance of 0.000. The contribution of the influence of Green Marketing and Social Media Marketing variables
on Buying Interest is 42%, which shows an R square value (determination coefficient) of 0.042.
Keywords-green marketing, social media marketing, <buying= <interest=, cookie cup, café monday coffee Co.

References

Carlina, G., & Ekowati, S. (2022). Pengaruh kreativitas dan inovasi terhadap minat beli konsumen Bakso O’Boss di

kota Bengkulu. Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(2), 599–608.

Halidi, R. (2021, August 5). Pencinta Kopi Jadi Penyumbang Masalah Sampah Plastik di Indonesia. Suara.Com.

https://www.suara.com/lifestyle/2021/08/20/180516/pencinta-kopi-jadi-penyumbang-masalah-sampah-plastikdi-indonesia

Indika, D. R., & Jovita, C. (2017). Media Sosial Instagram Sebagai Sarana Promosi Untuk Meningkat Minat Beli

Konsumen. Jurnal Bisnis Terapan, 1(01), 25–32. https://doi.org/10.24123/jbt.v1i01.296

Magda Lena, C. T., & Susanti, E. D. (2023). Pengaruh Social Media Marketing dan Brand Ambassador terhadap

Minat Beli Nacific Dimasa Pandemi Covid-19: Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(2),

–996. https://doi.org/10.47467/alkharaj.v5i2.1505

Manongko, A. A. C. (2018). Green Marketing (Suatu Perspektif Marketing Mix & Theory of Planned Behavior).

Yayasan Makaria Waya. Rachmawaty, M., & Hasbi, I. (2020). Pengaruh Green Marketing Dan Brand Image Terhadap Minat Beli AMDK

ADES (Studi Pada Konsumen Produk Air Minum Dalam Kemasan ADES di Indonesia). Jurnal Bisnis Dan

Kajian Strategi Manajemen, 4(1), 71–79. https://doi.org/10.35308/jbkan.v4i1.1893

Saddha Yohandi, Yuliana, Arwin, Lisa, & Ivone. (2022). Pengaruh Social Media Marketing Terhadap Minat Beli Di

Fortunate Coffee Cemara Asri Deli Serdang. SOSMANIORA: Jurnal Ilmu Sosial Dan Humaniora, 1(2), 182–

https://doi.org/10.55123/sosmaniora.v1i2.451

Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce

industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307.

Yanti, R., Nuvriasari, A., Harto, B., Puspitasari, K. A., Setiawan, Z., Susanto, D., Harsoyo, T. D., & Syarif, R. (2023).

Green Marketing For Business. PT. Sonpedia Publishing Indonesia.

Yusiana, R., Widodo, A., & Hidayat, A. M. (2020). Green Marketing: Perspective of 4P’s. First ASEAN Business,

Environment, and Technology Symposium (ABEATS 2019), 105–109.

Published

2025-04-28

Issue

Section

Prodi S1 Administrasi Bisnis