<> "The repository administrator has not yet configured an RDF license."^^ . <> . . " \r\nTHE INFLUENCE OF GREEN MARKETING MIX ON PURCHASE\r\nDECISION THE MEDIATION ROLE OF ENVIRONMENTAL \r\nKNOWLEDGE STARBUCKS MALL BOEMI KEDATON\r\nBANDAR LAMPUNG "^^ . "\r\nThe increasing concern regarding environmental issues due to economic and\r\nhuman activities has made companies all around the world to create strategy that\r\ninvolves environmental sustainability. Customers have become more aware of\r\nenvironmental issues and demand a change. Many companies implemented the\r\nGreen Marketing Strategy to help sustain the environment as well as a gain\r\ncompetitive advantage. Starbucks mall boemi kedaton bandar lampung is one of\r\nmany companies to implement the strategy in all aspects of the marketing mix;\r\nproduct, price, place, promotion, people, process, and physical evidence. \r\nThis study aims to find out the connection between Green Marketing Mix towards\r\nPurchase Intention and whether Customer Environmental Knowledge moderates\r\nthe two variables. The data used in this research was collected through a\r\nquestionnaire distributed digitally to 230 respondents by using the purposive\r\nsampling method, which is based on the criteria of the people who have the\r\nintention of purchasing products on Starbucks mall boemi kedaton bandar\r\nlampung. The analysis technique used in this study is simple linear regression\r\nanalysis and Moderating Regression Analysis (MRA). \r\nThe result obtained from quantitative analysis from this research shows that there\r\nis a positive impact on Green Marketing Mix towards Purchase Intention and\r\nCustomer Environmental Knowledge acts as moderating variable. The study\r\nshows that with the moderating effect of Customer Environmental Knowledge, the\r\nGreen marketing mix affects Purchase Intention by 40,7% while the rest is\r\ninfluenced by other variables. \r\nKeywords: Green Marketing Mix, Purchase Intention, Starbucks MBK\r\nBandar Lampung, Customer Environmental Knowledge \r\n\r\n\r\n\r\n \r\n\r\n \r\nMeningkatnya kekhawatiran mengenai isu-isu lingkungan karena kegiatan\r\nekonomi dan manusia telah membuat perusahaan di seluruh dunia untuk membuat\r\nstrategi yang melibatkan kelestarian lingkungan. Pelanggan menjadi lebih sadar\r\nakan masalah lingkungan dan menuntut perubahan. Banyak perusahaan\r\nmenerapkan strategi pemasaran hijau untuk membantu mempertahankan\r\nlingkungan serta keuntungan keunggulan kompetitif. Starbucks mall boemi\r\nkedaton bandar lampung adalah salah satu dari banyak perusahaan untuk\r\nmenerapkan strategi dalam semua aspek bauran pemasaran; produk, harga,\r\ntempat, promosi, orang, proses, dan bukti fisik. \r\nPenelitian ini bertujuan untuk mengetahui hubungan antara bauran pemasaran\r\nhijau terhadap niat beli dan apakah pengetahuan lingkungan pelanggan\r\nmemoderasi kedua variabel tersebut. Data yang digunakan dalam penelitian ini\r\ndikumpulkan melalui kuesioner yang didistribusikan secara digital kepada 230\r\nresponden dengan menggunakan metode purposive sampling, yang didasarkan\r\npada kriteria Masyarakat yang memiliki niat membeli produk di Starbucks mall\r\nboemi kedaton bandar lampung. Teknik analisis yang digunakan dalam penelitian\r\nini adalah analisis regresi linier sederhana dan Analisis Regresi Moderating\r\n(MRA). \r\nHasil yang diperoleh dari analisis kuantitatif dari penelitian ini menunjukkan\r\nbahwa ada dampak positif pada bauran pemasaran hijau terhadap niat beli dan\r\npengetahuan lingkungan pelanggan bertindak sebagai variabel moderasi. Hasil\r\npenelitian menunjukkan bahwa dengan pengaruh moderasi Pengetahuan\r\nLingkungan pelanggan, bauran pemasaran hijau mempengaruhi niat beli sebesar\r\n40,7% sedangkan sisanya dipengaruhi oleh variabel lain. \r\n\r\nKata kunci: Green Marketing Mix, niat beli, Starbucks MBK \r\nMemiliki Pengalaman Di Bidang Marketing "^^ . "2021-08-11" . . . . . "FAKULTAS EKONOMI DAN BISNIS"^^ . . . . . . . "Abdelrahman"^^ . "Salaheldin Ahmed Hassan"^^ . "Abdelrahman Salaheldin Ahmed Hassan"^^ . . . . . . " \r\nTHE INFLUENCE OF GREEN MARKETING MIX ON PURCHASE\r\nDECISION THE MEDIATION ROLE OF ENVIRONMENTAL \r\nKNOWLEDGE STARBUCKS MALL BOEMI KEDATON\r\nBANDAR LAMPUNG (File PDF)"^^ . . . "ABSTRAK.pdf"^^ . . . " \r\nTHE INFLUENCE OF GREEN MARKETING MIX ON PURCHASE\r\nDECISION THE MEDIATION ROLE OF ENVIRONMENTAL \r\nKNOWLEDGE STARBUCKS MALL BOEMI KEDATON\r\nBANDAR LAMPUNG (File PDF)"^^ . . . " \r\nTHE INFLUENCE OF GREEN MARKETING MIX ON PURCHASE\r\nDECISION THE MEDIATION ROLE OF ENVIRONMENTAL \r\nKNOWLEDGE STARBUCKS MALL BOEMI KEDATON\r\nBANDAR LAMPUNG (File PDF)"^^ . . . "SKRIPSI FULL TANPA BAB PEMBAHASAN.pdf"^^ . . . " \r\nTHE INFLUENCE OF GREEN MARKETING MIX ON PURCHASE\r\nDECISION THE MEDIATION ROLE OF ENVIRONMENTAL \r\nKNOWLEDGE STARBUCKS MALL BOEMI KEDATON\r\nBANDAR LAMPUNG (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . 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" \r\nTHE INFLUENCE OF GREEN MARKETING MIX ON PURCHASE\r\nDECISION THE MEDIATION ROLE OF ENVIRONMENTAL \r\nKNOWLEDGE STARBUCKS MALL BOEMI KEDATON\r\nBANDAR LAMPUNG (Other)"^^ . . . . . . "small.jpg"^^ . . "HTML Summary of #63758 \n\n \nTHE INFLUENCE OF GREEN MARKETING MIX ON PURCHASE \nDECISION THE MEDIATION ROLE OF ENVIRONMENTAL \nKNOWLEDGE STARBUCKS MALL BOEMI KEDATON \nBANDAR LAMPUNG \n\n" . "text/html" . . . "330 Ekonomi" . . . "335 Sistem ekonomi sosialis" . . . "338 Produksi" . .