Peran Mediasi Citra Merek Hijau dalam Meningkatkan Keputusan Pembelian Produk Ramah Lingkungan
Abstract
Kerusakan lingkungan secara global dapat merubah selera konsumsi masyarakat, mendorong masyarakat untuk lebih memilih produk ramah lingkungan. Beberapa aspek mempengaruhi keputusan pembelian produk ramah lingkungan termasuk produk hijau, pemasaran hijau, dan citra merek hijau. Tujuan penelitian ini untuk memahami bagaimana produk hijau, pemasaran hijau, dan citra merek hijau memengaruhi keputusan pembelian, serta mengevaluasi apakah citra merek hijau dapat memediasi antara produk hijau dan pemasaran hijau terhadap keputusan pembelian dengan pendekatan kuantitatif. Penelitian ini melibatkan konsumen N’Pure Toner Centella Asiatica yang berada di Kota Semarang sebagai populasi. Teknik sampling yang diterapkan adalah purposive sampling. Data collecting dengan memberikan kuesioner kepada 384 responden. Data dianalisis menggunakan analisis statistik deskriptif dan Moderated Regression Analysis (MRA) dengan perangkat lunak Smart PLS versi 3.0. Hasil riset ini membuktikan bahwa pemasaran hijau mempengaruhi keputusan pembelian, baik secara langsung maupun melalui mediasi citra merek hijau. Selain itu, citra merek hijau juga mempengaruhi keputusan pembelian.
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DOI: https://doi.org/10.17509/jimb.v15i2.72972
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