?url_ver=Z39.88-2004&rft_id=1611011118&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=+%0D%0ATHE+INFLUENCE+OF+GREEN+MARKETING+MIX+ON+PURCHASE%0D%0ADECISION+THE+MEDIATION+ROLE+OF+ENVIRONMENTAL+%0D%0AKNOWLEDGE+STARBUCKS+MALL+BOEMI+KEDATON%0D%0ABANDAR+LAMPUNG+&rft.creator=Salaheldin+Ahmed+Hassan%2C+Abdelrahman&rft.subject=330+Ekonomi&rft.subject=335+Sistem+ekonomi+sosialis&rft.subject=338+Produksi&rft.description=%0D%0AThe+increasing+concern+regarding+environmental+issues+due+to+economic+and%0D%0Ahuman+activities+has+made+companies+all+around+the+world+to+create+strategy+that%0D%0Ainvolves+environmental+sustainability.+Customers+have+become+more+aware+of%0D%0Aenvironmental+issues+and+demand+a+change.+Many+companies+implemented+the%0D%0AGreen+Marketing+Strategy+to+help+sustain+the+environment+as+well+as+a+gain%0D%0Acompetitive+advantage.+Starbucks+mall+boemi+kedaton+bandar+lampung+is+one+of%0D%0Amany+companies+to+implement+the+strategy+in+all+aspects+of+the+marketing+mix%3B%0D%0Aproduct%2C+price%2C+place%2C+promotion%2C+people%2C+process%2C+and+physical+evidence.+%0D%0AThis+study+aims+to+find+out+the+connection+between+Green+Marketing+Mix+towards%0D%0APurchase+Intention+and+whether+Customer+Environmental+Knowledge+moderates%0D%0Athe+two+variables.+The+data+used+in+this+research+was+collected+through+a%0D%0Aquestionnaire+distributed+digitally+to+230+respondents+by+using+the+purposive%0D%0Asampling+method%2C+which+is+based+on+the+criteria+of+the+people+who+have+the%0D%0Aintention+of+purchasing+products+on+Starbucks+mall+boemi+kedaton+bandar%0D%0Alampung.+The+analysis+technique+used+in+this+study+is+simple+linear+regression%0D%0Aanalysis+and+Moderating+Regression+Analysis+(MRA).+%0D%0AThe+result+obtained+from+quantitative+analysis+from+this+research+shows+that+there%0D%0Ais+a+positive+impact+on+Green+Marketing+Mix+towards+Purchase+Intention+and%0D%0ACustomer+Environmental+Knowledge+acts+as+moderating+variable.+The+study%0D%0Ashows+that+with+the+moderating+effect+of+Customer+Environmental+Knowledge%2C+the%0D%0AGreen+marketing+mix+affects+Purchase+Intention+by+40%2C7%25+while+the+rest+is%0D%0Ainfluenced+by+other+variables.+%0D%0AKeywords%3A+Green+Marketing+Mix%2C+Purchase+Intention%2C+Starbucks+MBK%0D%0ABandar+Lampung%2C+Customer+Environmental+Knowledge+%0D%0A%0D%0A%0D%0A%0D%0A+%0D%0A%0D%0A+%0D%0AMeningkatnya+kekhawatiran+mengenai+isu-isu+lingkungan+karena+kegiatan%0D%0Aekonomi+dan+manusia+telah+membuat+perusahaan+di+seluruh+dunia+untuk+membuat%0D%0Astrategi+yang+melibatkan+kelestarian+lingkungan.+Pelanggan+menjadi+lebih+sadar%0D%0Aakan+masalah+lingkungan+dan+menuntut+perubahan.+Banyak+perusahaan%0D%0Amenerapkan+strategi+pemasaran+hijau+untuk+membantu+mempertahankan%0D%0Alingkungan+serta+keuntungan+keunggulan+kompetitif.+Starbucks+mall+boemi%0D%0Akedaton+bandar+lampung+adalah+salah+satu+dari+banyak+perusahaan+untuk%0D%0Amenerapkan+strategi+dalam+semua+aspek+bauran+pemasaran%3B+produk%2C+harga%2C%0D%0Atempat%2C+promosi%2C+orang%2C+proses%2C+dan+bukti+fisik.+%0D%0APenelitian+ini+bertujuan+untuk+mengetahui+hubungan+antara+bauran+pemasaran%0D%0Ahijau+terhadap+niat+beli+dan+apakah+pengetahuan+lingkungan+pelanggan%0D%0Amemoderasi+kedua+variabel+tersebut.+Data+yang+digunakan+dalam+penelitian+ini%0D%0Adikumpulkan+melalui+kuesioner+yang+didistribusikan+secara+digital+kepada+230%0D%0Aresponden+dengan+menggunakan+metode+purposive+sampling%2C+yang+didasarkan%0D%0Apada+kriteria+Masyarakat+yang+memiliki+niat+membeli+produk+di+Starbucks+mall%0D%0Aboemi+kedaton+bandar+lampung.+Teknik+analisis+yang+digunakan+dalam+penelitian%0D%0Aini+adalah+analisis+regresi+linier+sederhana+dan+Analisis+Regresi+Moderating%0D%0A(MRA).+%0D%0AHasil+yang+diperoleh+dari+analisis+kuantitatif+dari+penelitian+ini+menunjukkan%0D%0Abahwa+ada+dampak+positif+pada+bauran+pemasaran+hijau+terhadap+niat+beli+dan%0D%0Apengetahuan+lingkungan+pelanggan+bertindak+sebagai+variabel+moderasi.+Hasil%0D%0Apenelitian+menunjukkan+bahwa+dengan+pengaruh+moderasi+Pengetahuan%0D%0ALingkungan+pelanggan%2C+bauran+pemasaran+hijau+mempengaruhi+niat+beli+sebesar%0D%0A40%2C7%25+sedangkan+sisanya+dipengaruhi+oleh+variabel+lain.+%0D%0A%0D%0AKata+kunci%3A+Green+Marketing+Mix%2C+niat+beli%2C+Starbucks+MBK+%0D%0AMemiliki+Pengalaman+Di+Bidang+Marketing+&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2021-08-11&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63758%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63758%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63758%2F3%2FSKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Salaheldin+Ahmed+Hassan%2C+Abdelrahman++(2021)++THE+INFLUENCE+OF+GREEN+MARKETING+MIX+ON+PURCHASE+DECISION+THE+MEDIATION+ROLE+OF+ENVIRONMENTAL+KNOWLEDGE+STARBUCKS+MALL+BOEMI+KEDATON+BANDAR+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%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