Main Article Content
Abstract
Penelitian ini bertujuan untuk mengetahui akan pengaruh strategi green marketing terhadap brand image dan keputusan pembelian produk the body shop di Indonesia. Dalam penelitian ini telah melakukan pengujian dengan sebanyak 101 sampel responden. Penelitian ini menggunakan metode kuantitatif untuk menentukan hubungan antara variabel. Variabel yang telah digunakan akan penelitian ini adalah green marketing, brand image, keputusan pembelian. Penelitian ini menggunakan teknik analisis data structural equation modeling (SEM) yang diolah oleh software IBM SPSS AMOS. Dari hasil analisis telah menunjukan bahwa green marketing berpengaruh positif dan signifikan terhadap brand image, green marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, brand image berpengaruh positif dan signifikan terhadap keputusan pembelian.
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Copyright (c) 2024 Nadhifa Khansa, Murwanto Sigit
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References
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- Mowen, J.C. dan Minor, M. (1998) Consumer Behavior. Upper Saddle River, New Jersey: Prentice- Hall.
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- Polonsky, M.J. (1994) “An Introduction To Green Marketing,” Electronic Green Journal, 1(2). Tersedia pada: https://doi.org/10.5070/G31210177.
- Polonsky, M.J. et al. (1997) “International environmental marketing claims: Real changes or simple posturing?,” International Marketing Review, 14(4), hal. 218–232. Tersedia pada: https://doi.org/10.1108/02651339710173426.
- Ramirez, E. (2013) “Consumer-defined sustainably-oriented firms and factors influencing adoption,” Journal of Business Research, 66(11), hal. 2202–2209. Tersedia pada: https://doi.org/10.1016/j.jbusres.2012.01.012.
- Ranjan, R.K. dan Kushwaha, R. (2017) “Impact of Green Marketing Strategies on Consumer Purchase Behaviour,” Review of Management, 7(3–4), hal. 9–22. Tersedia pada: https://www.researchgate.net/profile/Rajeev-Kumar-182/publication/364815806_Impact_of_Green_Marketing_Strategies_on_Consumer_Purchase_Behaviour/links/635b805e96e83c26eb5f486e/Impact-of-Green-Marketing-Strategies-on-Consumer-Purchase-Behaviour.pdf.
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- Schiffman, L.G., Kanuk, L.L. dan Wisenblit, J. (2010) Consumer Behavior. 10 ed. New Jersey: Pearson Prentice Hall.
- Sugandini, D. et al. (2020) “Green supply management and green marketing strategy on green purchase intention: SMEs cases,” Journal of Industrial Engineering and Management, 13(1), hal. 79–92. Tersedia pada: https://doi.org/10.3926/jiem.2795.
- Sugiyono (2014) Metode Penelitian Bisnis. Bandung: Alfabeta.
- Sugiyono (2021) Metode Penelitian Kuantitatif Kualitatif dan R&D. 2 ed. Bandung: Alfabeta.
- Sutisna (2001) Perilaku Konsumen dan Komunikasi Pemasaran. Diedit oleh M.F. Rakhmat. Bandung: Remaja Rosdakarya.
- Windiana, L. et al. (2020) “The Effect of Green Marketing toward the Consumers Buying Interest of Starbucks Coffee Mediated By Brand Image,” HABITAT, 31(1), hal. 36–41. Tersedia pada: https://doi.org/10.21776/ub.habitat.2020.031.1.4.
- Yamin, S. dan Kurniawan, H. (2009) SPSS Complete: Teknik Analisis Statistik Terlengkap dengan Software SPSS. Jakarta: Salemba Infotek. Tersedia pada: https://openlibrary.telkomuniversity.ac.id/pustaka/9058/spss-complete-teknik-analisis-statistik-terlengkap-dengan-software-spss.html.
- Yasmeri, J.A. dan Sutrisna, E. (2021) “PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA ORGANIK CHICKEN CABANG PT.ELHA NARITA PERKASA PEKANBARU,” JOM FISIP, 8(2), hal. 1–14. Tersedia pada: https://jom.unri.ac.id/index.php/JOMFSIP/article/view/30973.
- Yulianti, D.R., Wulandari, D. dan Wulandari, G.A. (2014) “Pengaruh Green Marketing dan Pengetahuan serta Kepercayaan Terhadap Keputusan Pembelian Kosmetik Oriflame di SPO 857 Jember,” Artikel Ilmiah Mahasiswa, hal. 5. Tersedia pada: https://repository.unej.ac.id/handle/123456789/63881.
References
Baker, M.J. (2003) The Marketing Book. Oxford: Butterworth-Heinemann.
Chen, Y. dan Chang, C. (2012) “Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust,” Management Decision, 50(3), hal. 502–520. Tersedia pada: https://doi.org/10.1108/00251741211216250.
Delafrooz, N., Taleghani, M. dan Nouri, B. (2014) “Effect of green marketing on consumer purchase behavior,” QScience Connect, 2014(1), hal. 5. Tersedia pada: https://doi.org/10.5339/connect.2014.5.
Dwipamurti, I.G.A.N., Mawardi, M.K. dan Nuralam, I.P. (2018) “THE EFFECT OF GREEN MARKETING ON BRAND IMAGE AND PURCHASE DECISION (Study on Consumer of Starbucks Café Ubud, Gianyar Bali),” Jurnal Administrasi Bisnis (JAB), 61(3), hal. 57–64.
Ellison, B. et al. (2016) “Putting the organic label in context: Examining the interactions between the organic label, product type, and retail outlet,” Food Quality and Preference, 49, hal. 140–150. Tersedia pada: https://doi.org/10.1016/j.foodqual.2015.11.013.
Gao, Y. (Lisa), Mattila, A.S. dan Lee, S. (2016) “A meta-analysis of behavioral intentions for environment-friendly initiatives in hospitality research,” International Journal of Hospitality Management, 54, hal. 107–115. Tersedia pada: https://doi.org/10.1016/j.ijhm.2016.01.010.
Genoveva Genoveva dan Samukti, D.R. (2020) “Green Marketing: Strengthen the Brand Image and Increase the Consumers’ Purchase Decision,” MIX: Jurnal Ilmiah Manajemen, 10(3), hal. 367–384. Tersedia pada: https://doi.org/10.22441/mix.2020.v10i3.004.
Gupta, S. dan Kumar, V. (2013) “Sustainability as corporate culture of a brand for superior performance,” Journal of World Business, 48(3), hal. 311–320. Tersedia pada: https://doi.org/10.1016/j.jwb.2012.07.015.
Hair, J.F. et al. (2014) Multivariate Data Analysis. 7 ed. Upper Saddle River: Pearson Education.
Hien, N.N. et al. (2020) “The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation,” Management Science Letters, 10(6), hal. 1205–1212. Tersedia pada: https://doi.org/10.5267/j.msl.2019.11.038.
Jasmani, J. dan Sunarsi, D. (2020) “The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang,” PINISI Discretion Review, 3(2), hal. 165–174. Tersedia pada: https://doi.org/10.26858/pdr.v1i1.13409.
Kotler, P. dan Keller, K.L. (2016) Marketing Management. 15th ed. Upper Saddle River, NJ: Pearson (Always learning).
Kriyantono, R. (2021) Teknik Praktis Riset Komunikasi Kuantitatif dan Kualitatif: Disertai Contoh Praktis Skripsi, Tesis, dan Disertasi Riset Media, Public Relations, Advertising, Komunikasi Organisasi, Komunikasi Pemasaran. 2 ed. Jakarta: Prenadamedia Group.
Lampe, M. dan Gazda, G.M. (1995) “Green marketing in Europe and the United States: An evolving business and society interface,” International Business Review, 4(3), hal. 295–312. Tersedia pada: https://doi.org/10.1016/0969-5931(95)00011-N.
Liobikienė, G., Mandravickaitė, J. dan Bernatonienė, J. (2016) “Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study,” Ecological Economics, 125, hal. 38–46. Tersedia pada: https://doi.org/10.1016/j.ecolecon.2016.02.008.
Mahmoud, T.O. (2018) “Impact of green marketing mix on purchase intention,” International Journal of Advanced and Applied Sciences, 5(2), hal. 127–135. Tersedia pada: https://doi.org/10.21833/ijaas.2018.02.020.
Mao, Y. et al. (2020) “Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone,” Sustainability, 12(8), hal. 3391. Tersedia pada: https://doi.org/10.3390/su12083391.
Mourad, M. dan Ahmed, Y.S.E. (2012) “Perception of green brand in an emerging innovative market,” European Journal of Innovation Management. Diedit oleh B. Bigliardi dan M. Bertolini, 15(4), hal. 514–537. Tersedia pada: https://doi.org/10.1108/14601061211272402.
Mowen, J.C. dan Minor, M. (1998) Consumer Behavior. Upper Saddle River, New Jersey: Prentice- Hall.
Peter, J.P. dan Olson, J.C. (1999) Consumer Behavior: Perilaku dan Strategi Pemasaran. 4 ed. Diedit oleh Y. Sumihartil. Jakarta: Erlangga.
Polonsky, M.J. (1994) “An Introduction To Green Marketing,” Electronic Green Journal, 1(2). Tersedia pada: https://doi.org/10.5070/G31210177.
Polonsky, M.J. et al. (1997) “International environmental marketing claims: Real changes or simple posturing?,” International Marketing Review, 14(4), hal. 218–232. Tersedia pada: https://doi.org/10.1108/02651339710173426.
Ramirez, E. (2013) “Consumer-defined sustainably-oriented firms and factors influencing adoption,” Journal of Business Research, 66(11), hal. 2202–2209. Tersedia pada: https://doi.org/10.1016/j.jbusres.2012.01.012.
Ranjan, R.K. dan Kushwaha, R. (2017) “Impact of Green Marketing Strategies on Consumer Purchase Behaviour,” Review of Management, 7(3–4), hal. 9–22. Tersedia pada: https://www.researchgate.net/profile/Rajeev-Kumar-182/publication/364815806_Impact_of_Green_Marketing_Strategies_on_Consumer_Purchase_Behaviour/links/635b805e96e83c26eb5f486e/Impact-of-Green-Marketing-Strategies-on-Consumer-Purchase-Behaviour.pdf.
Rao, A.R. dan Monroe, K.B. (1996) “Causes and Consequences of Price Premiums,” The Journal of Business, 69(4), hal. 511–535. Tersedia pada: https://doi.org/10.1086/209703.
Schiffman, L.G., Kanuk, L.L. dan Wisenblit, J. (2010) Consumer Behavior. 10 ed. New Jersey: Pearson Prentice Hall.
Sugandini, D. et al. (2020) “Green supply management and green marketing strategy on green purchase intention: SMEs cases,” Journal of Industrial Engineering and Management, 13(1), hal. 79–92. Tersedia pada: https://doi.org/10.3926/jiem.2795.
Sugiyono (2014) Metode Penelitian Bisnis. Bandung: Alfabeta.
Sugiyono (2021) Metode Penelitian Kuantitatif Kualitatif dan R&D. 2 ed. Bandung: Alfabeta.
Sutisna (2001) Perilaku Konsumen dan Komunikasi Pemasaran. Diedit oleh M.F. Rakhmat. Bandung: Remaja Rosdakarya.
Windiana, L. et al. (2020) “The Effect of Green Marketing toward the Consumers Buying Interest of Starbucks Coffee Mediated By Brand Image,” HABITAT, 31(1), hal. 36–41. Tersedia pada: https://doi.org/10.21776/ub.habitat.2020.031.1.4.
Yamin, S. dan Kurniawan, H. (2009) SPSS Complete: Teknik Analisis Statistik Terlengkap dengan Software SPSS. Jakarta: Salemba Infotek. Tersedia pada: https://openlibrary.telkomuniversity.ac.id/pustaka/9058/spss-complete-teknik-analisis-statistik-terlengkap-dengan-software-spss.html.
Yasmeri, J.A. dan Sutrisna, E. (2021) “PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA ORGANIK CHICKEN CABANG PT.ELHA NARITA PERKASA PEKANBARU,” JOM FISIP, 8(2), hal. 1–14. Tersedia pada: https://jom.unri.ac.id/index.php/JOMFSIP/article/view/30973.
Yulianti, D.R., Wulandari, D. dan Wulandari, G.A. (2014) “Pengaruh Green Marketing dan Pengetahuan serta Kepercayaan Terhadap Keputusan Pembelian Kosmetik Oriflame di SPO 857 Jember,” Artikel Ilmiah Mahasiswa, hal. 5. Tersedia pada: https://repository.unej.ac.id/handle/123456789/63881.