GREEN MARKETING, SERVICE QUALITY, AND COMFORT OF PLACE IN COFFEE SHOP BANDAR LAMPUNG TOWARDS PURCHASE INTENTION IN MILLENNIAL GENERATION USING THEORY OF PLANNED BEHAVIOR (Study on Millennial Coffee Shop Consumers in Bandar Lampung)
DOI:
https://doi.org/10.35450/jip.v13i01.985Keywords:
Green Marketing, Service Quality, Comfort Of Place, Milenial Generation, Purchase IntentionAbstract
The coffee industry in Bandar Lampung is growing rapidly in line with the growth of people's lifestyles and coffee consumption trends, especially among the millennial generation. Along with increasing environmental awareness, the concept of green marketing has become an important strategy in the coffee shop industry. However, research examining the influence of green marketing, service quality, and place comfort on consumer purchasing interest is still limited. This study This study is intended to evaluate the impact of green marketing, service quality, and place comfort on millennial consumer purchasing interest in coffee shops in Bandar Lampung. using the Theory of Planned Behavior approach. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS 4.0. Data were collected through an online questionnaire with a purposive sampling technique to consumers aged 29–44 years who had visited coffee shops in Bandar Lampung in the last three months. The results showed that green marketing and place comfort had a positive and significant effect on purchasing interest, while service quality had no significant effect. This research model has an R-square value of 0.804 which indicates strong predictive power. The implementation of green marketing strategies and the creation of comfortable places are the main keys to increasing millennial consumers' purchasing interest in coffee shops. These findings provide strategic implications for the development of sustainability-based coffee shop businesses in Bandar Lampung..
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