GREEN MARKETING, SERVICE QUALITY, AND COMFORT OF PLACE, COFFE SHOP BANDAR LAMPUNG TOWARDS PURCHASE INTENTION IN MILLENIAL GENERATION USING THEORY OF PLANED BEHAVIOR (Studi Pada Generasi Milenial di Coffe Shop Bandar Lampung)

RAIHAN, DENY RAMADHAN (2025) GREEN MARKETING, SERVICE QUALITY, AND COMFORT OF PLACE, COFFE SHOP BANDAR LAMPUNG TOWARDS PURCHASE INTENTION IN MILLENIAL GENERATION USING THEORY OF PLANED BEHAVIOR (Studi Pada Generasi Milenial di Coffe Shop Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

Abstrak : Industri kopi di Bandar Lampung cepat berkembang sejalan dengan pertumbuhan gaya hidup masyarakatdan tren konsumsi kopi, khususnya di kalangan generasi milenial. Seiring dengan meningkatnya kesadaran lingkungan, konsep green marketing menjadi strategi penting dalam industri kedai kopi. Namun, penelitian yang mengkaji pengaruh green marketing, kualitas layanan, dan kenyamanan tempat terhadap minat beli konsumen masih terbatas. Penelitian ini Studi ini dimaksudkan untuk mengevaluasi dampak dari green marketing, kualitas layanan, dan kenyamanan tempat terhadap minat beli konsumen generasi milenial pada coffeshop di Bandar Lampung. menggunakan pendekatan Theory of Planned Behavior. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.0. Data dikumpulkan melalui kuesioner online dengan teknik purposive sampling kepada konsumen berusia 29–44 tahun yang pernah mengunjungi kedai kopi di Bandar Lampung dalam tiga bulan terakhir. Hasil penelitian menunjukkan bahwa green marketing dan kenyamanan tempat berpengaruh positif dan signifikan terhadap minat beli, sedangkan kualitas layanan tidak berpengaruh signifikan. Model penelitian ini memiliki nilai Rsquare sebesar 0,804 yang menunjukkan daya prediksi yang kuat. Penerapan strategi pemasaran hijau dan penciptaan tempat yang nyaman menjadi kunci utama dalam meningkatkan minat beli konsumen milenial di kedai kopi. Temuan ini memberikan implikasi strategis bagi pengembangan usaha kedai kopi berbasis keberlanjutan di Bandar Lampung Abstrac : The coffee industry in Bandar Lampung is growing rapidly in line with the growth of people's lifestyles and coffee consumption trends, especially among the millennial generation. Along with increasing environmental awareness, the concept of green marketing has become an important strategy in the coffee shop industry. However, research examining the influence of green marketing, service quality, and place comfort on consumer purchasing interest is still limited. This study This study is intended to evaluate the impact of green marketing, service quality, and place comfort on millennial consumer purchasing interest in coffee shops in Bandar Lampung. Using the Theory of Planned Behavior approach. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS 4.0. Data were collected through an online questionnaire with a purposive sampling technique to consumers aged 29–44 years who had visited coffee shops in Bandar Lampung in the last three months. The results showed that green marketing and place comfort had a positive and significant effect on purchasing interest, while service quality had no significant effect. This research model has an R-square value of 0.804 which indicates strong predictive power. The implementation of green marketing strategies and the creation of comfortable places are the main keys to increasing millennial consumers' purchasing interest in coffee shops. These findings provide strategic implications for the development of sustainability-based coffee shop businesses in Bandar Lampung.

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