Abstract
ABSTRACTThis study aims to analyze the effect of green promotion, environmental consciousness, information credibility on purchase decisions mediated by brand image on environmentally-friendly cosmetic products The Body Shop in Yogyakarta. The variables used in this study are green promotion (X1), environmental consciousness (X2), information credibility (X3) purchase decision (Y), and brand image (Z). The population in this study are consumers who use The Body Shop products in Yogyakarta. The total sample in this study was 100 respondents using the convenience sampling technique or also known as accidental sampling and the data collection method using a questionnaire. The data analysis used was SEM (Structural Equation Model) analysis with the SMART PLS 3.2.7 program. By testing the hypothesis, the results of the analysis show that green promotion, environmental consciousness, information credibility has a positive effect on purchase decisions on The Body Shop products in Yogyakarta, and brand image can mediate the variables of green promotion, environmental consciousness, information credibility on purchase decisions. The suggestions for further researchers are because in this study there are still limitations so that further researchers are expected to be able to research with other variables and need to use a wider and more diverse range of respondents to obtain more varied results that can affect purchasing decisions. Keywords: Brand Image, Environmental Consciousness, Green Promotion, , Information Credibility, Purchase Decision.
Highlights
Menggunakan responden yang lebih luas dan beragam untuk mendapatkan hasil yang lebih variatif yang dapat mempengaruhi keputusan pembelian
This study aims to analyze the effect of green promotion, environmental consciousness, information credibility on purchase decisions mediated by brand image on environmentally-friendly cosmetic products The Body Shop in Yogyakarta
By testing the hypothesis, the results of the analysis show that green promotion, environmental consciousness, information credibility has a positive effect on purchase decisions on The Body Shop products in Yogyakarta, and brand image can mediate the variables of green promotion, environmental consciousness, information credibility on purchase decisions
Summary
Purchase Decision (Kotler & Keller, 2016) mendefinisikan keputusan pembelian adalah mengidentifikasikan semua pilihan yang mungkin untuk memecahkan persoalan itu dan menilai pilihan-pilihan secara sistematis dan objektif serta sasaran yang menentukan keuntungan serta, kerugian masing-masing dan menyebutkan bahwa proses keputusan pembelian terdiri dari lima tahap, yaitu: pengenalan masalah, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan pasca pembelian. Adapun variabel yang digunakan dalam penelitian ini adalah green promotion (X1), environmental consciousness (X2), information credibility (X3) purchase decision (Y) dan brand image (Z). Populasi dalam penelitian ini ditentukan berdasarkan konsumen yang menggunakan produk dari The Body Shop. Jumlah sampel dalam penelitian ini adalah 100 orang responden yang merupakan sebagian dari konsumen pengguna produk dari The Body Shop yang ada di Yogyakarta. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah convience sampling. Untuk uji instrumen penelitian menggunakan uji validitas dan uji reliabilitas dan untuk teknik analisis data yang digunakan adalah analisis SEM (Structural Equation Model) dengan program SMARTPLS 3.2.7. Dengan seluruh indikator pada variabel green consciousness, information credibility, purchase decision dan brand image dapat dinyatakan valid. Sedangkan nilai R-square sebesar 0,867 pada variabel Purchase decision yang berarti bahwa kemampuan model pada variabel
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