Digital Green Marketing Strategy on the Purchase Decisions of Coffee Smes in Dki Jakarta

Adisty Fitriyana Lutfi; Bono Prambudi

doi:10.59890/ijma.v4i3.9

Authors

Adisty Fitriyana Lutfi Universitas Teknologi Muhammadiyah Jakarta
Bono Prambudi Universitas Teknologi Muhammadiyah Jakarta

DOI:

https://doi.org/10.59890/ijma.v4i3.9

Keywords:

Green Marketing, Recycling Innovation, Eco Friendly Packaging, Digital Platform, Purchase Interest

Abstract

This study aims to analyze the impact of recycling innovation, eco-friendly packaging, and digital platforms on purchasing decisions, with purchase intention serving as an intervening variable, within eco-friendly coffee SMEs in DKI Jakarta. The study's novelty lies in integrating these three green marketing dimensions into a single model with purchase intention as a mediator. A quantitative approach was employed using purposive sampling involving 311 respondents. Data were collected via questionnaires and analyzed using PLS-SEM (SmartPLS 4) in 2026. The results indicate that eco-friendly packaging and digital platforms have a significant positive effect on both purchase intention and purchasing decisions, whereas recycling innovation does not have a significant effect. Purchase intention mediates the impact of eco-friendly packaging and digital platforms on purchasing decisions but does not mediate the impact of recycling innovation.

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