eprintid: 142064 rev_number: 50 eprint_status: archive userid: 219147 dir: disk0/00/14/20/64 datestamp: 2025-10-10 06:55:12 lastmod: 2025-10-10 06:55:12 status_changed: 2025-10-10 06:55:12 type: thesis metadata_visibility: show creators_name: Kencana Wulan, - creators_name: Dede Kurnia, - creators_name: Azizah Fauziyah, - creators_nim: NIM2103058 creators_nim: NIDN0618039401 creators_nim: NIDN20089101 creators_id: kencanawulan12@upi.edu creators_id: dedekurnialagi@upi.edu creators_id: azizahfauziyah@upi.edu contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Dede Kurnia, - contributors_name: Azizah Fauziyah, - contributors_nidn: NIDN0618039401 contributors_nidn: NIDN20089101 contributors_id: dedekurnialagi@upi.edu contributors_id: azizahfauziyah@upi.edu title: PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN THE BODY SHOP MELALUI GREEN TRUST SEBAGAI VARIABEL MEDIASI ispublished: pub subjects: H1 subjects: L1 divisions: KWU_S1_TSK full_text_status: restricted keywords: bauran pemasaran hijau, kepercayaan hijau, keputusan pembelian, The Body Shop . green marketing mix, green trust, purchasing decisions, The Body Shop note: https://scholar.google.com/citations?view_op=list_works&hl=en&user=CSP180IAAAAJ ID SINTA Dosen Pembimbing: Dede Kurnia: 6717349 Azizah Fauziyah: 6084425 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. date: 2025-08-27 date_type: published institution: Universitas Pendidikan Indonesia department: KODEPRODI94202#Kewirausahaan Kampus Tasikmalaya_S1 thesis_type: other thesis_name: other official_url: https://repository.upi.edu/ related_url_url: https://perpustakaan.upi.edu/ related_url_type: org citation: 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. document_url: http://repository.upi.edu/142064/1/S_KWU_2103058_Title.pdf document_url: http://repository.upi.edu/142064/2/S_KWU_2103058_Chapter%201.pdf document_url: http://repository.upi.edu/142064/3/S_KWU_2103058_Chapter%202.pdf document_url: http://repository.upi.edu/142064/4/S_KWU_2103058_Chapter%203.pdf document_url: http://repository.upi.edu/142064/5/S_KWU_2103058_Chapter%204.pdf document_url: http://repository.upi.edu/142064/6/S_KWU_2103058_Chapter%205.pdf document_url: http://repository.upi.edu/142064/7/S_KWU_2103058_Appendix.pdf