This research aims to see the influence of green marketing and brand
perceived quality toward customer purchase decisions at Starbucks cafe. The
current development of technology makes it easier for humans to search for
information. Green marketing as the process of marketing products that are
assumed to be safe for the environment are widely use in present time to drive sales.
The perception of a brand that have good quality are one of factors that drive sales.
Customer purchase decision are influence by a person lifestyle, personality, gender,
benefits of the product, quality of the product and a person needs. This research is
expected to give a deeper understanding of the influence of green marketing and
brand perceived quality toward customer purchase decisions.
This study uses quantitative methods. The sample was determined using the
purposive sampling technique. The data used were collected from online
questionnaires given to 147 consumers who purchased Starbucks product in the last
two months. The data were analysed using SPSS version 26. The regression model
or multiple linear regression helps with hypothesis testing by testing the green
marketing and brand perceived quality on the purchase decision. The analysis result
showed that green marketing and brand perceived quality give impact towards
purchasing decisions.