SUWONDO, TERRY (2025) PENGARUH GREEN ADVERTISING, ECO-LABEL, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK LE MINERALE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The primary objective of this research is to examine and analyze in depth the influence of green advertising, eco-labels, and electronic word of mouth (EWOM) on purchasing decisions for Le Minerale bottled water products. The background of this study stems from the growing consumer awareness of sustainability issues, particularly concerning the environmental impact of plastic packaging. This research applies a quantitative method using Partial Least SquareStructural Equation Modeling (PLS-SEM) as the analytical tool to test the relationships among variables. The study sample consists of 150 Le Minerale consumers residing in the Jabodetabek area. Data were collected through a questionnaire employing a five-point Likert scale, which is considered appropriate for capturing respondents’ perceptions of the research variables in a more measurable way. The findings reveal that green advertising has a positive and significant effect on purchasing decisions. In addition, the presence of eco-labels on product packaging enhances consumer trust in selecting environmentally friendly products. Furthermore, electronic word of mouth through social media has been proven to influence consumer preferences and encourage repeat purchases. These results emphasize that the integration of environmentally oriented marketing strategies with digital communication can strengthen consumer tendencies to purchase. Theoretically, this research enriches the literature on green consumer behavior. Practically, it provides recommendations for companies to design marketing strategies that highlight ecological aspects while optimizing digital communication to reinforce environmentally friendly brand image and competitive advantage in the market. Keywords: Green advertising, eco-label, electronic word of mouth, purchasing decisions, Le Minerale. Tujuan utama dari penelitian ini adalah untuk menelaah serta mengkaji secara mendalam pengaruh green advertising, eco-label, dan electronic word of mouth terhadap keputusan pembelian produk air mineral Le Minerale. Latar belakang penelitian berangkat dari meningkatnya kesadaran konsumen terhadap isu keberlanjutan, terutama terkait dampak lingkungan akibat penggunaan kemasan plastik. Metode yang digunakan dalam penelitian ini adalah kuantitatif, dengan memanfaatkan pendekatan Partial Least Square-Structural Equation Modeling (PLS-SEM) sebagai alat analisis untuk menguji hubungan antarvariabel. Sampel penelitian terdiri atas 150 konsumen Le Minerale di wilayah Jabodetabek. Data penelitian dikumpulkan melalui kuesioner dengan penerapan skala Likert lima poin. Pemakaian skala ini dinilai sesuai karena dapat menggambarkan persepsi responden dengan cara yang lebih terukur terhadap variabel penelitian. Hasil penelitian menunjukkan bahwa green advertising berpengaruh positif dan signifikan terhadap keputusan pembelian. Keberadaan eco-label pada kemasan juga meningkatkan kepercayaan konsumen dalam memilih produk ramah lingkungan. Selanjutnya, electronic word of mouth melalui media sosial terbukti memengaruhi preferensi konsumen serta mendorong pembelian ulang. Temuan ini menegaskan bahwa kombinasi strategi pemasaran berwawasan lingkungan dengan komunikasi digital dapat memperkuat kecenderungan konsumen dalam melakukan pembelian. Secara teoretis, penelitian ini memperkaya literatur terkait perilaku konsumen hijau. Secara praktis, hasil penelitian memberikan rekomendasi bagi perusahaan untuk merancang strategi pemasaran yang menonjolkan aspek lingkungan sekaligus mengoptimalkan komunikasi daring guna memperkuat citra ramah lingkungan dan daya saing di pasar. Kata Kunci: Green advertising, eco-label, electronic word of mouth, keputusan pembelian, Le Minerale.
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