MAULANA, MUHAMAD RIDWAN (2025) PERAN GREEN ATTITUDE DALAM MEMEDIASI PENGARUH E-WOM, GREEN PRODUCT, DAN GREEN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU ORGANIK ULTRA JAYA. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to investigate consumers' attitudes towards purchasing Ultra Jaya Susu organik products. It specifically examines the effect of Electronic Word of Mouth (e-WOM), Green Product, and Green Brand Image on Green Purchase Decision, with Green Attitude acting as a mediating variable on Ultra Jaya Susu organik products. The study targeted individuals who are active on social media and have purchased Ultra Jaya Susu organik products online. A total of 173 respondents participated in this study, selected using a purposive sampling technique to measure their perceptions and attitudes. The data were analyzed using the Structural Equation Model (SEM) via SmartPLS 4.0. The results reveal that: (1) e-WOM and Green Product have a positive and significant influence on Green Attitude, whereas Green Brand Image does not have a significant influence; (2) Green Attitude positively and significantly affects Green Purchase Decision; (3) directly, e-WOM, Green Product, and Green Brand Image do not significantly affect Green Purchase Decision; (4) indirectly, Green Attitude mediates the effect of e-WOM and Green Product on Green Purchase Decision, but does not mediate the effect of Green Brand Image. These findings confirm that Green Attitude is a key variable capable of bridging the influence of green marketing factors on purchasing decisions. Practically, companies should focus on strengthening eWOM strategies through digital media, improving Green Product quality with clear certification, and managing the Green Brand Image through tangible sustainability evidence to reinforce positive consumer attitudes, which ultimately drives the purchase decision. Keywords: Electronic Word of Mouth, Green Product, Green Brand Image, Green Attitude, Green Purchase Decision Penelitian ini dilakukan untuk mengetahui sikap masyarakat terhadap pembelian produk Susu Organik Ultra Jaya. Melalui variabel Electronic Word Of Mouth, Green Product, Green Brand Image terhadap Green Purchase Decision yang dimediasi oleh Green Attitude pada produk Susu Organik Ultra Jaya. Objek penelitian ini adalah seseorang yang aktif di media sosial dan bertransaksi membeli produk Susu Organik Ultra Jaya di Online. Penelitian ini dilakukan oleh 173 responden. Penelitian ini menggunakan teknik purposive sampling untuk mengukur persepsi dan sikap sampel. Structural Equation Model (SEM) digunakan beserta alat analisis SmartPLS 4.0. Hasil penelitian menunjukkan bahwa: (1) e-WOM dan Green Product berpengaruh positif dan signifikan terhadap Green Attitude, sedangkan Green Brand Image tidak berpengaruh signifikan; (2) Green Attitude berpengaruh positif dan signifikan terhadap Green Purchase Decision; (3) secara langsung, e-WOM, Green Product, dan Green Brand Image tidak berpengaruh signifikan terhadap Green Purchase Decision; (4) secara tidak langsung, Green Attitude memediasi pengaruh e-WOM dan Green Product terhadap Green Purchase Decision, namun tidak memediasi pengaruh Green Brand Image. Temuan ini menegaskan bahwa Green Attitude menjadi variabel kunci yang mampu menjembatani pengaruh faktor-faktor pemasaran hijau terhadap keputusan pembelian. Secara praktis, perusahaan perlu fokus memperkuat strategi e-WOM melalui media digital, meningkatkan kualitas Green Product dengan sertifikasi yang jelas, serta mengelola Green Brand Image melalui bukti nyata keberlanjutan agar mampu memperkuat sikap positif konsumen yang pada akhirnya mendorong keputusan pembelian. Kata kunci: Electronic Word of Mouth, Green Product, Green Brand Image, Green Attitude, Green Purchase Decision
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55122110054 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Green Product, Green Brand Image, Green Attitude, Green Purchase Decision |
| Subjects: | 600 Technology/Teknologi > 630 Agriculture and Related Technologies/Pertanian dan Teknologi Terkait > 637 Processing Dairy and Related Products/Pengolahan Produk Susu dan Produk Terkait 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 21 Feb 2026 09:59 |
| Last Modified: | 21 Feb 2026 09:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101099 |
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