PENGARUH STRATEGI GREEN BUSINESS DAN PERILAKU KONSUMEN TERHADAP VOLUME PENJUALAN YANG DIMEDIASI KEUNGGULAN BERSAING PRODUK
(STUDI KASUS COFFEE POINT DI KEC.WIYUNG)
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https://doi.org/10.51804/jiso.v7i2.47-53Keywords:
Strategi Green Business, Perilaku Konsumen, Volume Penjualan, Keunggulan Bersaing ProdukAbstract
ABSTRAK
Tujuan penelitian ini adalah untuk mengetahui dan menganalisa pengaruh strategi green business dan perilaku konsumen terhadap volume penjualan yang di mediasi keunggulan bersaing produk pada Point Coffee. Populasi dari penelitian ini adalah konsumen dari point coffee. Dengan teknik pengambilan sampel nonprobability sampling serta penentuan sampel menggunakan metode purposive sampling sehingga memperoleh jumlah sampel 100 responden. Teknik analisa data pada penelitian ini menggunakan teknik Partial Leaast Square (PLS) dengan melakukan pengujian evaluasi outer model dan inner model untuk pengujian hipotesis. Hasil penelitian menunjukkan bahwa strategi green business dan perilaku konsumen berpengruh positif dan sgnifikan terhadap volume penjualan. Keunggulan bersaing produk juga memiliki peran dalam memmediasi strategi green business dan perrilaku konsumen.
Abstract
The purpose of this study was to determine and analyze the influence of green business strategies and consumer behavior on sales volume mediated by product competitive advantage at Point Coffee. The population of this study were consumers of Point Coffee. With a nonprobability sampling technique and sample determination using the purposive sampling method, the sample size was 100 respondents. The data analysis technique in this study used the Partial Leaast Square (PLS) technique by conducting an evaluation test of the outer model and inner model for hypothesis testing. The results showed that green business strategies and consumer behavior had a positive and significant effect on sales volume. Product competitive advantage also plays a role in mediating green business strategies and consumer behavior.
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