The Impact of Eco-Packaging and Sustainable Branding on Consumer Purchase Decisions at Tuku Coffee Cipete
DOI:
https://doi.org/10.59890/ijmbi.v4i5.69Keywords:
Eco-Packaging, Green Marketing, Purchase Decisions, Local Coffee, Sustainable BrandingAbstract
Global awareness of environmental issues has encouraged companies to implement sustainability-based marketing strategies, such as eco-packaging and sustainable branding, to attract environmentally conscious consumers. This study aims to analyze the influence of eco-packaging and sustainable branding strategies on the purchasing decisions of local coffee consumers at Toko Kopi Tuku Cipete Branch, Jakarta. Using a quantitative approach with an explanatory design, data were collected from 390 respondents through a Likert scale (1-5) questionnaire using purposive sampling. The research population consisted of consumers at Toko Kopi Tuku Cabang Cipete during the period of January–May 2025, with the sample size calculated using the Slovin formula (n = 390). The data were analyzed using multiple linear regression with SPSS version 26, preceded by classical assumption tests (normality, multicollinearity, heteroscedasticity). The results show that eco-packaging (p = 0.002, B = 0.450) and sustainable branding (p = 0.001, B = 0.520) have a positive and significant effect on purchasing decisions, both partially and simultaneously (p = 0.000, F = 192.345). The coefficient of determination (R² = 0.680) shows that 68% of the variation in purchasing decisions is explained by the two variables. These findings are consistent with green marketing theory and confirm the importance of sustainability strategies in the local coffee industry. Practically, PT Karya Tetangga Tuku can optimize eco-packaging (e.g., packaging) (e.g., biodegradable packaging) and sustainable branding (e.g., sustainability campaigns) to increase consumer loyalty and competitiveness in urban markets.
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