Analysis of the Influence of Green Marketing Stimulus Factors on Purchase Decisions of Starbucks Indonesia Products with the Sor Model (Stimulus Organism Response): The Mediating Effect of Perceived Value

This research aims to explore green marketing factors, such as green brand image, green product price, and environmental awareness which play an important role in influencing consumer purchasing decisions for Starbucks Indonesia products. This research used a quantitative approach with a survey method to collect data from consumers who buy Starbucks Indonesia products in the city of Solo. Data analysis was carried out using the PLS SEM technique to test the direct relationship between green brand image, green product price, and environmental awareness on purchasing decisions and the mediating role of perceived value in this relationship. The research results show that green brand image and environmental awareness have a significant positive influence on perceived value, which in turn influences purchasing decisions. In contrast, green product prices show a more complex influence, where higher prices can reduce perceived value if they are not balanced with clear environmental benefits. These findings provide valuable insights for marketers and companies to develop effective green marketing strategies with a focus on enhancing green brand image and environmental awareness, as well as managing product prices appropriately to increase perceived value and influence consumer purchasing decisions.