ZAHRO, NGALIMATUZ (2025) PENGARUH GREEN PRODUCT DAN BRAND AMBASSADOR TERHADAP GREEN PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA PRODUK SKINCARE NPURE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to evaluate the extent to which green products and brand ambassadors influence green purchase decisions, with brand image as a mediating variable, for Npure skincare products. The target population for this study is Npure product consumers residing in the Greater Jakarta area. A total of 136 respondents were selected as the sample using the GPower software. The technique used was non-probability sampling, specifically purposive sampling, and the research approach was quantitative. Data was collected through an online questionnaire using Google Forms, which served as the primary data source for this study. Data analysis was conducted using the Partial Least Square (PLS) method. The results of this study indicate that green products have a positive and significant influence on brand image, as evidenced by the β coefficient value of 0.228, p < 0.05, and a tstatistic above 1.96. Additionally, brand ambassadors also contribute positively and significantly to brand image (β = 0.298; p < 0.05; t > 1.96). Brand image was then found to have a positive and significant influence on green purchase decisions (β = 0.431; p < 0.05; t > 1.96). Green products also have a positive and significant impact on green purchase decisions (β = 0.333; p < 0.05; t > 1.96), as do brand ambassadors, which have a positive and significant impact on green purchase decisions (β = 0.303; p < 0.05; t > 1.96). The mediation test shows that brand image partially mediates the relationship between green products and green purchase decisions (β = 0.098; p < 0.05; t > 1.96), as well as between brand ambassadors and green purchase decisions (β = 0.128; p < 0.05; t > 1.96). These findings indicate that a marketing approach emphasizing the natural aspects of the product, building a strong brand image, and involving appropriate brand ambassadors can drive increased purchase decisions for environmentally friendly products such as Npure. Keywords: Green Product, Brand Ambassador, Green Purchase Decision, Brand Image Penelitian ini bertujuan untuk mengevaluasi sejauh mana pengaruh produk ramah lingkungan (green product) dan duta merek (brand ambassador) terhadap keputusan pembelian ramah lingkungan (green purchase decision), dengan citra merek (brand image) sebagai variabel mediasi, pada produk skincare Npure. Target populasi pada penelitian ini adalah konsumen produk Npure yang tinggal di wilayah Jabodetabek. Sebanyak 136 responden dipilih sebagai sampel dengan menggunakan bantuan software GPower. Teknik yang digunakan adalah nonprobability sampling, khususnya dengan metode purposive sampling, dan pendekatan penelitian ini bersifat kuantitatif. Data diperoleh melalui kuesioner yang disebarkan secara online menggunakan Google Form, yang menjadi sumber data primer dalam studi ini. Analisis data dilakukan dengan metode Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa green product memberikan pengaruh positif dan signifikan terhadap brand image, ditunjukkan oleh nilai koefisien β sebesar 0,228, p < 0,05, dan t-statistik di atas 1,96. Selain itu, brand ambassador juga berkontribusi secara positif dan signifikan terhadap brand image (β = 0,298; p < 0,05; t > 1,96). Citra merek kemudian terbukti memiliki pengaruh positif dan signifikan terhadap green purchase decision (β = 0,431; p < 0,05; t > 1,96). Green product juga berdampak positif dan signifikan terhadap keputusan pembelian ramah lingkungan (β = 0,333; p < 0,05; t > 1,96), begitu pula dengan brand ambassador positif dan signifikan terhadap green purchase decision (β = 0,303; p < 0,05; t > 1,96). Uji mediasi memperlihatkan bahwa brand image memediasi hubungan antara green product dan green purchase decision secara parsial (β = 0,098; p < 0,05; t > 1,96), serta antara brand ambassador dan green purchase decision (β = 0,128; p < 0,05; t > 1,96). Temuan ini mengindikasikan bahwa pendekatan pemasaran yang menekankan aspek alami produk, membangun citra merek yang kuat, dan melibatkan brand ambassador yang sesuai mampu mendorong peningkatan keputusan pembelian terhadap produk ramah lingkungan seperti Npure. Kata Kunci: Green Product, Brand Ambassador, Green Purchase Decision, Brand Image.
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