ANALYSIS OF GREEN MARKETING STRATEGIES AND ECO-FRIENDLY PRODUCTS TOWARDS CONSUMER REPURCHASE AT FORE COFFE IN KARAWANG

The development of the coffee shop industry in Indonesia shows a very rapid increase, along with the increasing lifestyle of people's coffee consumption. However, the increase in coffee consumption also triggers an increase in plastic waste from single-use packaging. Fore Coffee as one of the local coffee shops implements an environmentally friendly marketing strategy through the concept Green Marketing and use Green Product to support environmental sustainability while maintaining product quality. This study aims to analyze the influence of strategies Green Marketing and Green Product to the buying interest of Fore Coffee consumers in Karawang. The method used is quantitative research with data collection techniques through the distribution of questionnaires to Fore Coffee consumers. Data analysis was carried out using multiple linear regression to determine the partial and simultaneous influence of each variable. The results of the study show that Green Marketing and Green Product have a positive and significant effect both partially and simultaneously on consumer buying interest in repurchases. This research contributes to the development of sustainable marketing strategies in the local coffee industry and serves as an input for companies in increasing consumer loyalty through environmentally friendly marketing practices.

Keywords: Green Marketing, Green Product, Buying Interest Repurchase, Fore Coffee, Sustainability