PENGARUH ENVIRONMENTAL KNOWLEDGE, WORD OF MOUTH, DAN GREEN MARKETING TERHADAP MINAT BELI KONSUMEN PADA PRODUK STARBUCKS

Competition in the coffee shop industry is getting tougher, so marketing strategies are needed, such as building awareness of the environment, as well as creating a healthy lifestyle with a green concept in order to influence buying interest and compete with competitors' products. Starbucks carries out creative promotions through the "Bring Your Own Tumbler" program to involve all Starbucks consumers in the movement to reuse used coffee containers. This research aims to analyze the influence of Environmental Knowledge, Word Of Mouth, and Green Marketing on consumer purchasing interest in Starbucks products. The sample in this study was 100 respondents who knew but had never bought Starbucks products. The data collection technique uses a survey with the research instrument being a questionnaire. The test results of this research data instrument were proven to be valid and reliable. The Classic Assumption Test is stated to be normally distributed and produces a regression model that is free from multicollinearity and heteroscedasticity. The results of this research prove that Environmental Knowledge has a significant positive effect on consumer purchasing interest in Starbucks products, Word of Mouth has a significant positive effect on consumer purchasing interest in Starbucks products, and Green Marketing has a significant positive effect on consumer purchasing interest in Starbucks products. Suggestions for future researchers are to explore other independent variables that were not examined in this research in order to gain a deeper understanding that can influence consumers' buying interest in environmentally friendly products.