Analisis Green Marketing Strategy dan Green Digital Marketing dalam Meningkatkan Green Purchase Intention Pada Fore Coffe

This study is motivated by the importance of implementing green marketing strategies amidst growing consumer awareness of sustainability issues in the modern coffee shop industry, specifically Fore Coffee in Medan City. This study aims to analyze the effect of Green Marketing Strategy (GMS) and Green Digital Marketing (GDM) on Green Purchase Intention (GPI), both partially and simultaneously. A quantitative method was employed, collecting data through questionnaires distributed to 100 Fore Coffee consumers in Medan, analyzed using multiple linear regression. The results reveal that partially, Green Marketing Strategy has no significant effect on Green Purchase Intention, whereas Green Digital Marketing exerts a significant effect on Green Purchase Intention. Simultaneously, GMS and GDM significantly influence Green Purchase Intention with a coefficient of determination of 72.4%. The conclusion highlights that the synergy between physical eco friendly operations and transparent digital communication is vital for enhancing green purchase intentions among urban consumers.