Peran Green Trust Sebagai Variabel Mediasi Dalam Hubungan Antara Green Brand Image Dan Green Purchase Intention
DOI:
https://doi.org/10.37385/msej.v5i2.9433Abstract
Penelitian ini bertujuan untuk menganalisis peran dari variabel green trust dalam memediasi hubungan antara green brand image dan green purchase intention. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. Populasi penelitian ini adalah konsumen produk Innisfree di Kota Sukabumi, dengan jumlah sampel sebanyak 200 responden yang ditentukan melalui teknik pengambilan sampel yaitu purposive sampling. Pengumpulan data dilakukan melalui kuesioner yang dibagikan secara online. Teknik analisis data yang digunakan adalah SEM (Structural Equation Modeling) menggunakan software IBM SPSS AMOS 22.0. Hasil penelitian ini menunjukkan bahwa green brand image berpengaruh positif signifikan terhadap green trust. Green trust berpengaruh positif signifikan terhadap green purchase intention. Dan green trust mampu memediasi hubungan green brand image dan green purchase intention.
References
Abdillah, S. T., & Martha H, I. (2022). The Effect of Green Advertising and Green Product on Green Purchase Intention With Green Trust As Mediation Variable on Consumers of Water Packaging “Ades” in Surabaya. Jurnal Mantik, 6(2), 1291–1300.
Alamsyah, D. P., Suhartini, T., Rahayu, Y., Setyawati, I., & Hariyanto, O. I. B. (2018). Green advertising, green brand image and green awareness for environmental products. IOP Conference Series: Materials Science and Engineering, 434(1). https://doi.org/10.1088/1757-899X/434/1/012160
Alamsyah, Doni Purnama, Othman, N. A., & Mohammed, H. A. A. (2020). The awareness of environmentally friendly products: The impact of green advertising and green brand image. Management Science Letters, 10(9), 1961–1968. https://doi.org/10.5267/j.msl.2020.2.017
Amorepacific. (2022). Amorepacific IR Repots. Amorepacific. https://www.apgroup.com/int/en/index.html
Chairy, & Alam, M. E. N. A. (2019). The Influence of Environmental Concern, Green Perceived Knowledge, and Green Trust on Green Purchase Intention. Jurnal Manajemen, 10(2), 131–145. https://doi.org/10.32832/jm-uika.v10i2.2431
Chen, C., Chen, C.-W., & Tung, Y.-C. (2018). Exploring the Consumer Behavior of Intention to Purchase Green Products in Belt and Road Countries : An Empirical Analysis. Sustainability, 10(854), 1–18. https://doi.org/10.3390/su10030854
Chen, Y. S., & Chang, C. H. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63–
https://doi.org/10.1108/00251741311291319
Darlius, C., & Keni, K. (2021). The Effect of Green Brand Image , Green Advertising and Celebrity Endorsement on Purchase Intention of Green Product. ATLANTIS PRESS, 570, 32–39.
Foster, B. (2017). Impact of Brand Image on Purchasing Decision on Mineral Water Product “Amidis” (Case Study on Bintang Trading Company). American Research Journal of Humanities and Social Sciences, 2(1), 1–11. https://doi.org/10.21694/2378-7031.16023
Ghozali, I. (2017). Model Persamaan Struktural Konsep Dan Aplikasi Dengan Program AMOS 24 Update Bayesian SEM Edisi 7. Badan Penerbit Universitas Diponegoro.
Hasanah, N., & Handayani, W. (2020). The Influence of Green Product, Green Advertising and Green Trust To The Purchasing decision of Skincare Himalaya Herbals in Palapa Department Store Surabaya. Jurnal Studi Manajemen Dan Bisnis, 7(1), 14–22. https://doi.org/10.21107/jsmb.v7i1.7459
Indriana, A., Ramdan, A. M., Deni, R., Danial, M., & Sukabumi, U. M. (2022). Analysis The Mediating Of Brand Image On Electronic Word Of Mouth And Online Purchase Intention Analisis Brand Image Dalam Memediasi Electronic Word Of Mouth Terhadap Online Purchase Intention. Management Studies and Entrepreneurship Journal, 3(3), 1405– 1412. http://journal.yrpipku.com/index.php/msej
Johansen, I. K., & Guldvik, C. S. (2017). Influencer Marketing and Purchase Intentions (How does influencer marketing affect purchase intentions?). In Norwegian School of Economics. https://brage.bibsys.no/xmlui/bitstream/handle/11250/2453218/masterthesis.PDF?seq uence=1&isAllowed=y
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management (Sixth Edit). Pearson Education.
Lestari, E. R., Putri, H. K., Anindita, C., & Laksmiari, M. B. (2020). Pengaruh Green Product (Minuman Ramah Lingkungan), Green Advertising, Dan Kepedulian Lingkungan Terhadap Green Trust Dan Implikasi Terhadap Minat Beli. Jurnal Teknologi Pertanian, 21(1), 1–10. https://doi.org/10.21776/ub.jtp.2020.021.01.1
Nuraminah, S., Ramdan, A. M., & Sunarya, E. (2022). Environmentally Friendly Shopping Bags ( Tote Bag ) Analisis Green Awareness dan Green Perceived Value Terhadap Minat Beli Kantong Belanja Ramah Lingkungan ( Tote Bag ). Management Studies and …, 3(July), 1592–1600.
https://www.yrpipku.com/journal/index.php/msej/article/view/614%0Ahttps://www.yr pipku.com/journal/index.php/msej/article/download/614/509
Pradnyadewi, N. L. P. M., & Warmika, I. G. K. (2019). Peran Green Trust Memediasi Pengaruh Green Perceived Value Terhadap Green Purchase Intentions. E-Jurnal Manajemen Universitas Udayana, 8(5), 2753–2780. https://doi.org/10.24843/ejmunud.2019.v08.i05.p06
Putra, D. R., & Prasetyawati, Y. R. (2021). Pengaruh Green Product Terhadap Minat Beli Konsumen Melalui Green Advertising (Studi Terhadap Konsumen Starbucks). Jurnal Manajemen Pemasaran, 15(2), 69–74. https://doi.org/10.9744/pemasaran.15.2.69-74
Sandi, A., Sabarno, H., Tasya Aulia, N., Amareta, N., & Munawar, F. (2021). REVIEW OF INTERNATIONAL GEOGRAPHICAL EDUCATION Toward Green Purchase Intention in Eco- Friendly Product: The Role of Green Advertising Effectiveness, Green Perceived Value and Green Trust. Review of International Geographical Education (RIGEO), 11(8), 2464– 2479. https://doi.org/10.48047/rigeo.11.08.229
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Statista. (2022). Importance Of Purchasing Environmental Friendly Products Among Indonesians as of February 2022. Statista. https://www.statista.com/statistics/1320347/indonesia-importance-of-purchasing-environmental-friendly-products/
Wahyoedi, S., Wardhana, A., & Tannady, H. (2022). The Role of Green Trust as an Intervening Variable in the Relationship Between Green Brand Image and Green Perceived Value Towards Purchase Intention in Indonesian Local Fashion Products. JAMBU AIR: Journal of Accounting Management Business and International Research, 1(1), 17–21.
Yahya. (2022). Peran Green Marketing , Green Brand Image Terhadap Purchase Intention Dengan Green Trust Sebagai Variabel Intervening. JIMBIS: Jurnal Ilmiah Manajemen Dan Bisnis, 1(1), 21–42.
Template
