PENGARUH GREEN MARKETING TERHADAP MINAT BELI KONSUMEN DI RESTORAN SHANTI KITCHEN & COFFEE JAKARTA TIMUR

Abstract

This study aims to analyze the influence of green marketing on consumer purchase intention at Shanti Kitchen & Coffee. The increasingly competitive culinary industry, particularly in urban areas, together with the growing public awareness of environmental issues, has driven a shift in consumer behavior toward selecting more environmentally friendly products and services. This condition positions green marketing as a relevant marketing strategy for stimulating purchase intention, especially in plant-based restaurants that integrate sustainability concepts throughout their business activities. In this study, green marketing is measured through three dimensions, namely green product, green brand, and green advertising. The research employed a quantitative approach, with data collected through the distribution of questionnaires to 89 respondents who are consumers of Shanti Kitchen & Coffee. The collected data were analyzed using validity and reliability tests to ensure the appropriateness and consistency of the instrument, classical assumption tests covering normality, heteroscedasticity, and multicollinearity, as well as multiple linear regression analysis with the assistance of IBM SPSS Statistics version 25. The results reveal that green marketing has a positive and significant influence on consumer purchase intention at Shanti Kitchen & Coffee. These findings indicate that the stronger the influence of the green product, green brand, and green advertising dimensions, the higher the consumer purchase intention toward the products offered at Shanti Kitchen & Coffee. Based on these findings, the management of Shanti Kitchen & Coffee is advised to optimize green advertising through digital media as the most dominant dimension in shaping purchase intention, while consistently strengthening green brand and green product so that the implementation of green marketing becomes increasingly effective. Future researchers are encouraged to develop the research model by incorporating other variables such as green trust, environmental awareness, and perceived value in order to gain a more comprehensive understanding of the factors influencing consumer purchase intention in the sustainability-based restaurant industry.