Baihaki, Adam Rizky (2025) PENGARUH GREEN ADVERTISING, CSR ACTIVITY, ECO- LABEL, DAN PERCEIVED VALUE TERHADAP PURCHASE DECISION PRODUK AMDK DENGAN GREEN TRUST SEBAGAI VARIABEL MEDIASI. S2 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh green advertising, corporate social responsibility (CSR) activity, eco-label, dan perceived value terhadap purchase decision, dengan green trust sebagai variabel mediasi pada konsumen air minum dalam kemasan (AMDK). Penelitian ini menggunakan pendekatan kuantitatif dengan metode non-probability sampling dan teknik pengambilan sampel purposive sampling. Populasi dalam penelitian ini adalah konsumen AMDK yang berdomisili di wilayah DKI Jakarta, dan sampel yang digunakan adalah responden yang pernah mengonsumsi AMDK, dengan jumlah responden sebanyak 133 orang. Pengumpulan data dilakukan melalui kuesioner online. Data dianalisis menggunakan metode Structural Equation Modeling–Partial Least Square (SEM–PLS) melalui software SmartPLS. Hasil penelitian ini menunjukkan bahwa seluruh variabel independen yaitu green advertising, CSR activity, eco-label, dan perceived value, memiliki pengaruh positif dan signifikan terhadap green trust. Selain itu, variabel green trust juga berpengaruh positif dan signifikan terhadap purchase decision. Lebih lanjut, green trust terbukti berperan sebagai variabel mediasi yang signifikan dalam hubungan antara green advertising, CSR activity, eco-label, dan perceived value terhadap purchase decision. Temuan ini mengindikasikan bahwa strategi komunikasi pemasaran yang berbasis keberlanjutan dan nilai lingkungan berperan penting dalam membangun kepercayaan konsumen terhadap komitmen hijau perusahaan. Kepercayaan tersebut pada akhirnya berdampak nyata terhadap keputusan pembelian konsumen terhadap produk AMDK. Oleh karena itu, perusahaan perlu mengoptimalkan seluruh elemen green marketing seperti iklan hijau, kegiatan CSR, penggunaan eco-label, serta peningkatan persepsi nilai untuk memperkuat loyalitas dan keputusan beli konsumen yang semakin sadar lingkungan. This study aims to examine and analyze the influence of green advertising, corporate social responsibility (CSR) activity, eco-label, and perceived value on purchase decision, with green trust as a mediating variable among consumers of bottled drinking water (AMDK). This research employs a quantitative approach using non-probability sampling with a purposive sampling technique. The population in this study consists of AMDK consumers residing in DKI Jakarta, and the sample comprises 133 respondents who have previously consumed AMDK. Data were collected through an online questionnaire and analyzed using the Structural Equation Modeling–Partial Least Square (SEM–PLS) method with SmartPLS software. The results show that all independent variables—green advertising, CSR activity, eco-label, and perceived value—have a positive and significant influence on green trust. Furthermore, green trust also has a positive and significant influence on purchase decision. In addition, green trust is proven to significantly mediate the relationship between green advertising, CSR activity, eco- label, and perceived value toward purchase decision. These findings indicate that sustainability-oriented and environmentally driven marketing communication strategies play an essential role in building consumer trust in a company’s green commitment. This trust ultimately has a significant impact on consumers’ purchase decisions toward bottled drinking water products. Therefore, companies should optimize all elements of green marketing—such as green advertising, CSR initiatives, eco-label implementation, and enhancing perceived value—to strengthen consumer loyalty and encourage purchase decisions among environmentally conscious consumers.
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