PENGARUH GREEN MARKETING DAN GREEN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN ENVIRONMENTAL KNOWLEDGE SEBAGAI VARIABEL MODERASI (studi pada konsumen The Body Shop di Kota Serang)

ZAHROH, FATIMATUZ (2025) PENGARUH GREEN MARKETING DAN GREEN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN ENVIRONMENTAL KNOWLEDGE SEBAGAI VARIABEL MODERASI (studi pada konsumen The Body Shop di Kota Serang). S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

This study aims to analyse the influence of green marketing and green brand image on purchase decision, and the role of environmental knowledge in moderating the relationship among consumer of The Body Shop in Serang City. Primary data was collected through questionnaires distributed to 112 respondents of The Body Shop consumers in Serang City. Data analysis was carrief out using Structural Equation Modeling (SEM) techniques using SmartPLS. The results showed that green marketing and green brand image have a positive and significant effect on purchasing decisions. Environmental knowledge is also proven have a positive and significant influence on purchase decisions. However, environmental knowledge as a moderating variable does not significantly strengthen the effect of green marketing or green brand image on purchasing decisions.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Damarwulan, Liza Mumtazah	197411292005012001
Thesis advisor	Ganika, Gerry	198205172006041003

Additional Information:

Penelitian ini bertujuan untuk menganalisis pengaruh dari green marketing dan green brand image terhadap purchase decision, serta peran environmental knowledge dalam memoderasi hubungannya pada konsumen The Body Shop di Kota Serang. Data primer dikumpulkan melalui kuesioner yang disebarkan kepada 112 responden konsumen The Body Shop di Kota Serang. Analisis data dilakukan dengan menggunakan teknik Structural Equation Modeling (SEM) menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa green marketing dan green brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. Environmental knowledge juga terbukti memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian. Namun, environmental knowledge sebagai variabel moderasi tidak memperkuat pengaruh green marketing maupun green brand image terhadap keputusan pembelian secara signifikan.

Uncontrolled Keywords:

Green Marketing, Green Brand Image, Environmental Knowledge and Purchase Decision Green Marketing, Green Brand Image, Environmental Knowledge dan Purchase Decision

Subjects:

H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Fatimatuz Zahroh

Date Deposited:

27 Aug 2025 08:23

Last Modified:

27 Aug 2025 08:23

URI:

http://eprints.untirta.ac.id/id/eprint/52883

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