PENGARUH GREEN MARKETING DAN ENVIRONMENTAL AWARENESS TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA BRAND AVOSKIN
(1) Universitas Muhammadiyah Semarang
(2) Universitas Muhammadiyah Semarang
(3) Universitas Muhammadiyah Semarang
(*) Corresponding Author
Abstract
Penelitian ini menganalisis pengaruh green marketing dan kesadaran lingkungan terhadap keputusan pembelian dengan brand image sebagai variabel intervening. Menggunakan metode kuantitatif dan SEM-PLS, data dikumpulkan dari 100 konsumen Avoskin di Semarang melalui kuesioner online. Hasil penelitian menunjukkan bahwa green marketing dan kesadaran lingkungan berpengaruh positif dan signifikan terhadap brand image Avoskin. Citra merek memiliki pengaruh positif yang signifikan terhadap keputusan pembelian. Namun, green marketing dan kesadaran lingkungan tidak berpengaruh langsung terhadap keputusan pembelian. Green marketing dan kesadaran lingkungan berpengaruh positif terhadap keputusan pembelian ketika dimediasi oleh citra merek.
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DOI: https://doi.org/10.26714/vameb.v21i1.17483
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