LESTARI, NABILLAH EKA (2026) PENGARUH GREEN ADVERTISING, GREEN PRODUCT DAN GREEN TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN GARNIER (Studi pada Konsumen Garnier di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the influence of Green Advertising, Green Product, and Green Trust on purchasing decisions for Garnier beauty products (a study of Garnier consumers in West Jakarta). A quantitative research method was employed, with a sample of 160 Garnier beauty product consumers in West Jakarta selected via non-probability sampling specifically, a combination of purposive and incidental sampling approaches. Respondent criteria included consumers residing in West Jakarta who had previously purchased Garnier beauty products at various beauty outlets. Respondents were recruited incidentally meaning consumers were approached by chance and agreed to complete the questionnaire. Data were collected using a questionnaire utilizing a Likert scale as the research instrument. The data analysis method employed was Partial Least Squares Structural Equation Modeling (SEM-PLS) using SmartPLS 4.0 software. The results indicate that Green Advertising has a positive and significant influence on purchasing decisions for Garnier beauty products (among Garnier consumers in West Jakarta). Conversely, Green Product has a positive but non-significant influence on purchasing decisions (among Garnier consumers in West Jakarta). Finally, Green Trust demonstrates a positive and significant influence on purchasing decisions (among Garnier consumers in West Jakarta). Keywords: Green Advertising; Green Product; Green Trust; Purchase Decision Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Green Advertising, Green Product dan Green Trust terhadap Keputusan Pembelian Produk Kecantikan Garnier (Studi pada Konsumen Garnier di Jakarta Barat). Metode penelitian ini adalah metode kuantitatif dengan sampel penelitian 160 responden konsumen produk kecantikan Garnier di Jakarta Barat yang dipilih menggunakan teknik non-probability sampling melalui kombinasi pendekatan purposive sampling dan incidental sampling. Kriteria responden meliputi konsumen yang berdomisili di Jakarta Barat dan pernah membeli produk kecantikan Garnier dibeberapa gerai kecantikan. Pengumpulan responden dilakukan secara incidental, yaitu terhadap konsumen yang ditemui secara kebetulan dan bersedia mengisi kuesioner. Data dikumpulkan menggunakan kuesioner dengan skala Likert sebagai instrumen penelitian. Metode analisis data yang digunakan adalah Structural Equation Modeling Partial Least Squares (SEM- PLS) dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Green Advertising memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk kecantikan Garnier (Studi pada Konsumen Garnier di Jakarta Barat). Sebaliknya, Green Product memiliki pengaruh positif namun tidak signifikan terhadap keputusan pembelian (Studi pada Konsumen Garnier di Jakarta Barat). Kemudian Green Trust menunjukkan pengaruh positif dan signifikan terhadap keputusan pembelian (Studi pada Konsumen Garnier di Jakarta Barat). Kata Kunci : Green Advertising; Green Product; Green Trust; Keputusan Pembelian
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