PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), GREEN PACKAGING, DAN GREEN TRUST TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN CLEO

NUGRAHA, ASHIELA AZKA (2026) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), GREEN PACKAGING, DAN GREEN TRUST TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN CLEO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the influence of Electronic Word of Mouth (E-WOM), Green Packaging, and Green Trust on the purchase decision for Cleo bottled water. This study employs a quantitative approach, based on a survey of 110 respondents in Jakarta who had previously purchased Cleo products. The sampling technique employed was purposive sampling, and data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS 4. The results indicate that Electronic Word of Mouth (E-WOM), Green Packaging, and Green Trust have a positive and significant effect on Purchase Decision. Green Packaging and Green Trust strengthen consumer preferences toward environmentally friendly products, while Electronic Word of Mouth (E-WOM) enhances consumer confidence through digital reviews. Keywords: Electronic Word of Mouth, Green Packaging, Green Trust, Purchase Decisions, Cleo Penelitian ini mempunyai tujuan untuk menguji serta menganalisis pengaruh Electronic Word of Mouth (E-WOM), Green Packaging, serta Green Trust terhadap keputusan pembelian air minum dalam kemasan Cleo. Studi ini mempergunakan pendekatan kuantitatif, berdasarkan survei terhadap 110 responden di Jakarta yang sebelumnya sudah membeli produk merek Cleo. Teknik pengambilan sampel mempergunakan purposive sampling, serta analisis data dilaksanakan melalui Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) mempergunakan SmartPLS 4. Temuan studi memperlihatkan bahwasanya Electronic Word of Mouth (E-WOM), Green Packaging, serta Green Trust memberi pengaruh positif signifikan terhadap Keputusan Pembelian. Green Packaging dan Green Trust memperkuat preferensi konsumen terhadap produk ramah lingkungan, sementara Electronic Word of Mouth (E-WOM) menaikkan keyakinan konsumen melalui ulasan digital. Kata Kunci: Electronic Word of Mouth, Green Packaging, Green Trust, Keputusan Pembelian, Cleo.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010309
Uncontrolled Keywords:	Electronic Word of Mouth, Green Packaging, Green Trust, Keputusan Pembelian, Cleo.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 333 Economic of Land and Energy/Ekonomi Tanah dan Energi Ekonomis > 333.7 Natural Resources and Energy, Environment/Sumber Daya Alam dan Energi, Lingkungan 500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 500. Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 507 Education, Research/Pendidikan, Riset dan Topik Terkait di Bidang Ilmu Pengetahuan Alam > 507.2 Research; Statistical Methods/Penelitian; Metode Statistik 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:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	21 Apr 2026 02:09
Last Modified:	21 Apr 2026 02:09
URI:	http://repository.mercubuana.ac.id/id/eprint/102053

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