Prasetyo, Bagus Edo (2024) Perbandingan Willingness to Pay antara International & Local Coffee Shops di Jakarta. Masters thesis, Universitas Tarumanagara.

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Abstract

This study aims to examine the comparison of willingness to pay between international & local coffee shops in Jakarta. The sample used was 273 undergraduate students selected using a continuous sampling technique. Data were collected using a questionnaire and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) and Partial Least Square-Multigroup Analysis (PLS-MGA). The results of this study indicate that green
practices do not have a significant effect on willingness to pay. Meanwhile, social media marketing activities have a positive effect on willingness to pay directly or through the mediating role of green brand image. Social media marketing activities have a positive effect on green brand image. Then, green brand image do not have a significant effect on willingness to pay. Furthermore, in a comparison between Starbucks (international coffee shop) and Stuja Coffee (local coffee shop) consumers, no significant differences were found.

Item Type: Thesis (Masters)
Additional Information: Dosen Pembimbing: Dr. Cokki, S.E., M.M.
Uncontrolled Keywords: Keywords: Green Practice, Social Media Marketing Activities, Green Brand Image, Willingness To Pay.
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 21 May 2026 06:31
Last Modified: 21 May 2026 06:31
URI: https://repository.untar.ac.id/id/eprint/49467

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