PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN THE BODY SHOP MELALUI GREEN TRUST SEBAGAI VARIABEL MEDIASI

    Kencana Wulan, - and Dede Kurnia, - and Azizah Fauziyah, - (2025) PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN THE BODY SHOP MELALUI GREEN TRUST SEBAGAI VARIABEL MEDIASI. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Peningkatan kesadaran lingkungan di kalangan konsumen telah mendorong perusahaan untuk menerapkan strategi pemasaran berkelanjutan, salah satunya melalui green marketing mix. The Body Shop merupakan salah satu merek kosmetik yang mengedepankan nilai ramah lingkungan pada seluruh lini produknya. Namun, efektivitas strategi green marketing mix dalam mendorong keputusan pembelian belum tentu optimal tanpa adanya kepercayaan konsumen terhadap komitmen hijau perusahaan, atau yang dikenal dengan istilah green trust. Populasi dan sampel pada penelitian ini adalah pengguna produk The Body Shop yang berdomisili di Jabodetabek. Penelitian ini bertujuan untuk menguji pengaruh green marketing mix terhadap keputusan pembelian produk The Body Shop, dengan green trust sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dan teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) pada aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa; (1) green marketing mix berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien sebesar 0,339 (2) green marketing mix memiliki pengaruh positif dan signifikan terhadap green trust dengan koefisien sebesar 0,718 (3) green trust berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien sebesar 0.498 (4) green trust memiliki pengaruh positif dan signifikan sebagai mediator antara green marketing mix dan keputusan pembelian produk The Body Shop di Jabodetabek. The growing environmental awareness among consumers has encouraged companies to adopt sustainable marketing strategies, one of which is the green marketing mix. The Body Shop is a cosmetic brand that emphasizes environmentally friendly values across all of its product lines. However, the effectiveness of the green marketing mix in influencing purchasing decisions may not be optimal without consumer trust in the company’s green commitment, commonly referred to as green trust. The population and sample in this study consist of The Body Shop product users residing in the Jabodetabek area. The study aims to examine the influence of the green marketing mix on purchasing decisions for The Body Shop products, with green trust as a mediating variable. This research employed a quantitative approach, with data analysis conducted using Structural Equation Modeling (SEM) through SmartPLS 4. The results reveal that: (1) the green marketing mix has a positive and significant effect on purchasing decisions, with a coefficient of 0.339; (2) the green marketing mix has a positive and significant effect on green trust, with a coefficient of 0.718; (3) green trust has a positive and significant effect on purchasing decisions, with a coefficient value of 0.498; and (4) green trust serves as a positive and significant mediator between the green marketing mix and purchasing decisions for The Body Shop products in the Jabodetabek area.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=en&user=CSP180IAAAAJ ID SINTA Dosen Pembimbing: Dede Kurnia: 6717349 Azizah Fauziyah: 6084425
    Uncontrolled Keywords: bauran pemasaran hijau, kepercayaan hijau, keputusan pembelian, The Body Shop . green marketing mix, green trust, purchasing decisions, The Body Shop
    Subjects: H Social Sciences > H Social Sciences (General)
    L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Kewirusahaan
    Depositing User: Kencana Wulan
    Date Deposited: 10 Oct 2025 06:55
    Last Modified: 10 Oct 2025 06:55
    URI: http://repository.upi.edu/id/eprint/142064

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