Pengaruh Green Product, Green Promotion, dan Green Brand Image terhadap Keputusan Pembelian Produk The Body Shop di Bandar Lampung

Deswita Sari, Suripto Suripto, Nur Efendi

Abstract


Permasalahan dalam penelitian ini berangkat dari masih minimnya pemahaman mengenai efektivitas strategi pemasaran hijau, khususnya sejauh mana green product, green promotion dan green brand image mampu memengaruhi keputusan pembelian konsumen di Bandar Lampung. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh green product, green promotion, dan green brand image terhadap keputusan pembelian produk The Body Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis explanatory research. Populasi dalam penelitian ini adalah konsumen yang melakukan pembelian produk The Body Shop di Bandar Lampung. Sampel pada penelitian ini berjumlah 385 responden yang dipilih melalui teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner berbasis skala Likert yang disebarkan melalui google form di media sosial. Data dianalisis menggunakan regresi linear berganda dengan bantuan software SPSS 25.0. Hasil penelitian ini menunjukkan bahwa variabel green product dan green promotion secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan green brand image berpengaruh signifikan. Secara silmultan, variabel green product, green promotion, dan green brand image berpengaruh signifikan terhadap variabel keputusan pembelian konsumen.


Keywords


Green Product; Green Promotion; Green Brand Image; Keputusan Pembelian

Full Text:

PDF

References


Ahyar, H. S. D. J. A. H. (2020). Buku Metode Penelitian Kualitatif & Kuantitatif. Yogyakarta: CV. Pustaka Ilmu. (Issue March).

Aisah, A., Rahmadia, F. I., Mentari, G., & Permana, I. (2023). Analisis Implementasi Green Economy di Indonesia. Prestise: Jurnal Pengabdian Kepada Masyarakat Bidang Ekonomi dan Bisnis, 3(1).

Agustini, M., Baloran, A., Bagano, A., Tan, A., Athanasius, S. and Retnawati, B. (2021), “Green marketing practices and issues: a comparative study of selected firms in Indonesia and Philippines”, Journal of Asia-Pacific Business, Vol. 22 No. 3, pp. 164-181.

Anggraeni, S. R., Sari, Q. W., Utami, S. T., & Putriana, N. A. (2022). Knowledge and Awareness of the Importance of Eco-Friendly Skincare Products for Indonesian Aquatic Ecosystems. Pharmaceutics Magazine, 7(1), 65-72.

Arora N, Manchanda P (2022) Green perceived value and intention to purchase sustainable apparel among Gen Z: the moderated mediation of attitudes. J Glob Fash Market 13(2):168–185. https://doi. org/10.1080/20932685.2021.2021435

Astiti, A., Indriani, Y., Sayekti, W. D., Indiani, A., Sayekti, Y., & Green, W. D. I. (2024). Implementasi Green Marketing terhadap Sikap Konsumen Kosmetik Alami PT . Best One Natural Implementation of Green Marketing on Consumer Attitudes of PT . Best One Natural. 23, 250–262.

Augtiah, I., Susila, ihwan, & Wiyadi. (2022). Pengaruh Green Product, Green Advertising, Dan Green Brand Image Terhadap Keputusan Pembelian Dengan Consumer Attitude Sebagai Variabel Mediasi. Benefit: Jurnal Manajemen Dan Bisnis, 7(2), 10–26.

Bahri, E. H. (2022). Green Economy Dalam Prespektif Maqashid Syariah. Tansiq: Jurnal Manajemen Dan Bisnis Islam, 5(2), 1-19.

Bhardwaj et al. (2020). Research Trends in Green Product for Environment: A Bibliometric Perspective. International Journal of Environmental Research and Public Health (IJERPH).

Cahaya, A. T. (2024). Influence of Marketing Mix and Consumer. 406–418.

Dianti, N. R., & Paramita, E. L. (2021). Green Product dan Keputusan Pembelian Konsumen Muda. Jurnal Samudra Ekonomi Dan Bisnis, 12(1), 130–142. https://doi.org/10.33059/jseb.v12i1.2301

Dewi, A. Z. K., Liestyana, Y., Wahyuningsih, T., Utami, Y., Oetomo, H., Tugiyo, T., & Sudaryatie, S. (2025). Analysis of Green Marketing Mix and the Purchase Intention of Environmentally Friendly Products. Journal of International Conference Proceedings (JICP) Vol., 7(4), 965–976.

Dewi, N. L. C. S. (2023). Pengaruh Green Marketing, Citra Merek, dan Kepercayaan Merek Terhadap Keputusan Pembelian Starbucks Reserve Dewata di Bali (Doctoral dissertation, Universitas Kristen Duta Wacana).

Duli, Nikolaus. (2019). Metode Penelitian. Yogyakarta: Deepublish (Grup Penerbitan CV Budi Utama).

Fernanda, R. A., Sudirman, R., & Purnomo, T. (2023). Pengaruh Green Marketing, Green Trush dan Green Brand Image Terhadap Keputusan Pembelian Produk Tupperware di Kota Banyuwangi. Journal of Economics, Business, Management, Accounting and Social Sciences (JEBMASS), 1(5), 165–175.

Gandajaya, L., & Cynthia. (2022). Pengaruh Green Marketing Mix Terhadap Minat Beli Produk Love Beauty and Planet. Journal of Accounting and Business Studies, 7(1).

Hafizah, U. (2025). Pengaruh Green Product, Green Advertising dan Green Trust Terhadap Keputusan Pembelian Produk Avoskin di Shopee (Studi Pada Pelanggan Avoskin di Shopee). Jurnal ARASTIRMA Universitas Pamulang, 5(1), 63–70.

Irsalina, N., & Susilowati, H. (2023). Pengaruh Green Marketing Mix Terhadap Keputusan Pembelian Produk Tupperware. Dinamika: Jurnal Manajemen Sosial Ekonomi, 3(1), 41–51. https://doi.org/10.51903/dinamika.v3i1.268

Jamal FN, Othman NA, Saleh RC, Chairunnisa S (2021) Green purchase intention: the power of success in green marketing promotion. Manag Sci Lett 1607–1620. https://doi.org/10.5267/j.msl. 2020.12.011

Keprinal, M., & Gunawan, H. (2025). The Influence of Green Promotion, Brand Image and Environmental Awareness on Purchase Interest. 5(2), 273–282.

Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Edition. Harlow: Pearson Education Limited.

Kurnia, K., Astaginy, N., & Ismanto, I. (2022). Pengaruh Iklan Hijau (Green Advertising) Dan Citra Merek Hijau (Green Brand Image) Terhadap Keputusan Pembelian Produk Ramah Lingkungan (Green Product). Referensi : Jurnal Ilmu Manajemen Dan Akuntansi, 10(1), 112–123. https://doi.org/10.33366/ref.v10i1.3230

Lestari, E. R., Putri, H. K., Anindita, C., & Laksmiari, M. B. (2020). Pengaruh green product (minuman ramah lingkungan), green advertising, dan kepedulian lingkungan terhadap green trust dan implikasi terhadap minat beli. Jurnal teknologi pertanian, 21(1), 1-10.

Maharani, Y. D. (2020). Pengaruh green brand image, eco-label, dan green perceived quality terhadap green purchase intention melalui green trust. Undergraduates Thesis, Universitas Negeri Semarang.

Mukonza, C. and Swarts, I. (2020), “The influence of green marketing strategies on business performance and corporate image in the retail sector”, Business Strategy and the Environment, Vol. 29 No. 3, pp. 838-845.

Novita, C. S., & Alfifto. (2024). Pengaruh Green Product Dan Green Promotion Terhadap Keputusan Pembelian Produk Tupperware (Studi Kasus Di Kisaran). Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 5(1), 13–21. https://doi.org/10.31289/jimbi.v5i1.4321

Nugraha, J. P., Alfiah, D., Sinulingga, G., Rojiati, U., Saloom, G., Rosmawati, F., Fathihani, R., Johannes, R., Kristia, M. H. B., Lestari, W. J., & Khatimah, H. (2021). Teori perilaku konsumen. Nasya Expanding Management.

Nurul, M., Ogiemwonyi, O., Alshareef, R., & Alsolamy, M. (2023). Do social Media Influence Altruistic And Egoistic Motivation And Green Purchase Intention Towards Green Products ? An Experimental Investigation. Cleaner Engineering and Technology, 15(April), 100669. DOI: 10.1016/j.clet.2023.100669.

Oktavia, Y., & Sudarwanto, T. (2023). Pengaruh Brand Image Dan Brand Awareness Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Pada Konsumen Produk Kecantikan Wardah Di Kota Surabaya. Jurnal Pendidikan Tata Niaga, 11(3), 240–252.

Prabawati, M. A. (2022). Konsep Green Economy Pada Pola Produksi Dan Konsumsi Sebagai Sustainable Development Goals (SDGs) Berkualitas Berbasis Ekologi. Jurnal Sains Edukatika Indonesia (JSEI), 4(1).

Pramesthi, A. I., & Bernarto, I. (2024). The effect of Green Brand Image, Green Brand Attitude, and Bgreen Brand Trust on Green Repurchase Intention (Case Study: The Body Shop, Indonesia). 08(62293481), 1–11.

Purnamawati, I. A. P. S., Dewi, I. G. A. A. I. S., & Putra, A. . N. G. P. A. (2025). The Influence Of Green Products, Green Promotion, And Corporate Image On Purchasing Decisions Of Environmentally Friendly Fashion As An Alternative To Fast Fashion For Warmadewa University Students. 5(1), 70–75.

Rahayu, S., Vedy, N. K., & Gumanti, M. (2025). Citra Merek Hijau Terhadap Loyalitas Merek: Peran Mediasi Kepercayaan Merek, dan Persepsi Nilai. 26(1), 18–37.

Randika, A. W., & Mavilinda, H. F. (2023). Analysis The Effect of Implementing Green Marketing Strategy on Consumers Purchase Decision at The Body Shop Palembang. Jembatan: Jurnal Ilmiah Manajemen, 20(1), 45-60.

Rosyada, F. A., & Dwijayanti, R. (2023). Pengaruh Green Marketing dan Green Product Terhadap Keputusan Pembelian Produk Sukin. Jurnal Pendidikan Tata Niaga (JPTN), 11(3), 305–312. https://doi.org/10.26905/bismar.v2i2.10025

Sembiring RJ (2021) The efect green marketing mix on corporate image as well as implication for purchase intention of food and beverages companies in Indonesia. J Soc Sci 2(2):210–222. https://doi.org/10.46799/jsss.v2i2.112

Shaw T, Yadav S, Kaur R, Mishra S (2021) Analysing the impact of green marketing mix on consumer purchase intention. Int J Indian Cult Bus Manag 1(1):1. https://doi.org/10.1504/ijicbm. 2021.10038995

Suarnitha, N. P. E. P., Antari, N. P. B. W., & Pradnyadari, N. L. M. A. M. (2024). Pengaruh Green Product , Green Packaging dan Green Promotion Terhadap Purchase Decision Pada Produk Sensatia Botanical Bali. Journal of Environmental Engineering Innovations, 01(01), 21–32.

Sudaryanto, S. (2025). The Influence of Green Products and Brand Image on the Purchase Decision of The Body Shop. 02(03), 143–150. https://doi.org/10.61552/SJSS.2025.03.002

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Suherman, A. A., & Puspaningrum, A. (2023). Pengaruh Green Marketing, Green Brand Image, dan Green Trust Terhadap Purchase Decision. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 2(4), 1002–1012. https://doi.org/10.21776/jmppk.2023.02.4.15

Sun Y, Li T, Wang S (2021) “I buy green products for my benefts or yours”: understanding consumers’ intention to purchase green products. Asia Pac J Mark Logist. https://doi.org/10.1108/ apjml-04-2021-0244

Tsai, P.-H., Lin, G.-Y., Zheng, Y.-L., Chen, Y.-C., Chen, P.-Z. and Su, Z.-C. (2020), “Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective”, Journal of Retailing and Consumer Services, Vol. 56 No. 3, 102162.

Ulya, S. N., & Aqmala, D. (2024). Pengaruh Green product, Green Price dan Green Brand Image Terhadap Keputusan Pembelian Produk Galon Le Minerale. Jurnal Ekonomi Dan Manajemen Teknologi (EMT) KITA, 8(1), 409–420. https://doi.org/10.35870/emt.v8i1.2146

Vijaya P (2020) Analyzing the efect of product, promotion and decision factors in determining green purchase intention: an empirical analysis. Int J Psychosoc Rehabil 24(5):84–90. https://doi. org/10.37200/ijpr/v24i5/pr201670

Widodo, Arry & Rennyta Yusiana. (2022). Green Marketing dalam Perspektif Bisnis. Bandung. PT. Rafika Aditama.




DOI: https://doi.org/10.17509/ijdb.v5i2.87358

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Universitas Pendidikan Indonesia (UPI)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indonesian Journal of Digital Business is published by Universitas Pendidikan Indonesia (UPI)
and managed by Department of Digital Business
Jl. Dr. Setiabudi No.229, Kota Bandung, Indonesia - 40154
View My Stats