Pengaruh Social Media Marketing dan Green Knowledge terhadap Purchase Decision yang Dimediasi oleh Brand Image dan Brand Trust
Main Article Content
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Pemasaran Media Sosial dan Pengetahuan Hijau terhadap Keputusan Pembelian, dengan Citra Merek dan Kepercayaan Merek sebagai variabel mediasi. Penelitian ini dilakukan pada konsumen air minum dalam kemasan Le Minerale di wilayah Jabodetabek yang merupakan pengguna media sosial aktif. Pendekatan penelitian kuantitatif digunakan, pengumpulan data melalui kuesioner online yang disebarkan kepada 160 responden, dengan 155 tanggapan yang valid untuk analisis. Temuan penelitian mengungkapkan bahwa Pemasaran Media Sosial dan Pengetahuan Hijau secara signifikan dan positif mempengaruhi Keputusan Pembelian. Namun, peran mediasi Citra Merek dan Kepercayaan Merek tidak ditemukan signifikan dalam hubungan ini. Temuan ini memberikan implikasi manajerial bagi perusahaan untuk mengoptimalkan strategi pemasaran digital mereka dan meningkatkan edukasi konsumen tentang keberlanjutan untuk mempengaruhi keputusan pembelian mereka.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Amin, M., Nasution, A. P., Sambodo, I. M., Hasibuan, M. I., & Ritonga, W. A. (2021). Analisis Pengaruh Pemasaran Media Sosial Terhadap Minta Beli Produk Online Dengan Manajemen Hubungan Pelanggan dan Ekuitas Merek ebagai Variabel Mediasi. Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen), 8(1), 122-137.
Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior.
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name.
Amelia, T. N., Leonita, B., & Uly, J. M. (2022, April). Does your targeted customer really wants to buy online? A guide to analyze customer purchase decision on local brand personal care product. In Prosiding Seminar Nasional (Vol. 2, pp. 64-68).
Arseculeratne, D., & Yazdanifard, R. (2014). How green marketing can create a sustainable competitive advantage for a business. International business research, 7(1), 130.
Asyhari, A., & Yuwalliatin, S. (2021). The influence of green marketing strategy on purchasing decision with mediation role of brand image. Jurnal Aplikasi Manajemen, 19(3), 535-546.
Bob Foster. (2016). The Effect of Price and Service Quality on Customer Satisfaction in Mutiara Hotel Bandung, American Research Journal of Humanities and Social Sciences, Vol. 2, No. 4.
Bukhari. (2011). Pengaruh Pengapuran dan Pemupukan Fosfor pada Tanah yang sering Tergenang Terhadap Pertumbuhan dan Hasil Kacang Tanah (Arachis hypogaea L.). J. Sains Riset. 1(2): 1-9.
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593.
Ethan, A. (2023). The Impact of Social Media Marketing on Brand Perception and Consumers’ Purchase Intention in the Apparel Industry.
Fazmi, M., & Imaningsih, E. S. (2024). The Influence of Green Knowledge, Green Awareness and Green Packaging against the Purchase Decision of Aqua Life Drinking Bottle. Journal of Sustainable Economic and Business, 1(2), 103-114.
Fitriani, N., Khalishah, D., & Jinan, A. S. I. (2023). The influence of online customer review, social media marketing, and sales promotion on purchase decision of shopee customer. In Perbanas International Seminar on Economics, Business, Management, Accounting and IT (Vol. 1, pp. 143-153).
Gecti, F., & Zengin, H. (2013). The relationship between brand trust, brand affect, attitudinal loyalty and behavioral loyalty: A field study towards sports shoe consumers in Turkey. International Journal of Marketing Studies, 5(2), 111.
Genoveva, G., & Syahrivar, J. (2020). Green lifestyle among Indonesian millennials: A comparative study between Asia and Europe. Journal of Environmental Accounting and Management, 8(4), 397-413.
Ghozali, I., & Ratmono, D. (2017). No Titl. In Analisis multivariat dan ekonometrika: teori, konsep, dan aplikasi dengan eview 10.
Gul, R. F., Liu, D., Jamil, K., Kamran, M. M., Awan, F. H., & Qaiser, A. (2021). Consumers' assessment of the brand equity of garment brands. Industria Textila, 72(6), 666-672.
Kalampokis, E., Karamanou, A., Tambouris, E., & Tarabanis, K. A. (2016). Applying Brand Equity Theory to Understand Consumer Opinion in Social Media. J. Univers. Comput. Sci., 22(5), 709-734.
Karatu, V. M. H., & Nik Mat, N. K. (2015). Determinants of green purchase intention in Nigeria: The mediating role of green perceived value.
Kompas. (2024). Pakar Komunikasi Sebut Le Minerale Jadi Korban Persaingan Bisnis Tak Etis. https://health.kompas.com/read/24C06141500068/pakar-komunikasi-sebut-le-minerale-jadi-korban-persaingan-bisnis-tak-etis?page=all
Kontan. (2024). Galon Sekali Pakai Buat Sampah Makin Menggunung. https://industri.kontan.co.id/news/galon-sekali-pakai-buat-sampah-makin-menggunung
Kotler, P. dan K. L. K. (2016). Manajemen Pemasaran edisi 12 Jilid 1. & 2.Jakarta: PT. Indeks.
Kristiana, I. G. A. A. D. (2018). Pengaruh Green Product, Green Price, Green Place, Dan Green Promotion Terhadap Perilaku Pascapembelian Konsumen Air Minum Dalam Kemasan Di Kabupaten Bandung. Jurnal Indonesia Membangun, 17(2), 1-13.
Laksamana, P. (2018). Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia’s banking industry. International Review of Management and Marketing, 8(1), 13-18.
Laksamana, P. (2020). The Role of Social Media Marketing and Customer Relationship in Enhancing Purchase Intention and Brand Loyalty in the Banking Sector.
Liana, W., & Oktafani, F. (2020). The effect of green marketing and brand image toward purchase decision on the face shop Bandung. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(4).
Mahasan, S. S., Hashmi, A., Jan, M. F., Abid, M. A., & Mohsin, M. (2024). Does Green Product Knowledge Really Affect Customer Purchase Decision: An Empirical Insight of Textile Sector of Pakistan. International Journal of Business and Management Sciences, 5(1), 40-55.
Manuntung, Alfeus. (2018). Buku Terapi Perilaku Kognitif pada Pasien Hipertensi. Malang : Wineka Media
Mkik, S., Khouilid, M., & Aomari, A. (2017). Green advertising and environmentally consumption: The level of awareness and Moroccan costumer’s perception. IOSR Journal of Business and Management, 19(8), 1-11.
Mubarak, H. Z. (2022). Penelitian Kuantitatif dan Statistik Pendidikan: Cara Praktis Meneliti Berbasis Contoh Aplikatif dengan SPSS. zakimu. com.
Murniati, S. M., & Widodo, A. (2024). The Influence of Green Products on Purchase Decision Behavior in Generation Y and Z with Green Knowledge as an Intervening Variable. Jurnal Aplikasi Manajemen, 22(1), 150-160.
Notoatmodjo, S. (2018). Metodologi penelitian kesehatan cetakan ke-3. Pt Rineka Cipta.
Priansa, D. J. (2017). Perilaku Konsumen dalam Bisnis. Kontemporer. Bandung: Alfabeta.
Rukmiyati, N. M. S., & Budiartha, I. K. (2016). Pengaruh kualitas sistem informasi, kualitas informasi dan perceived usefulness pada kepuasan pengguna akhir software akuntansi (studi empiris pada hotel berbintang di provinsi bali). E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 5(1), 115-142.
Santoso, S. A. (2021). Pengaruh Promotion Mix dan Brand Trust Terhadap Keputusan Pelanggan Indi Home di Wilayah Ciputat. Jurnal Ilmiah Feasible (JIF), 3(1), 13-20.
Silaen, S. (2018). Metodologi Penelitian Sosial untuk Penulisan Skripsi dan Tesis. Bogor. IN MEDIA.
Sitorus, S. A., Romli, N. A., Tingga, C. P., Sukanteri, N. P., Putri, S. E., Gheta, A. P. K., ... & Ulfah, M. (2022). BOOK OF brand Marketing:The Art of Branding.
Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Bandung: ALFABETA.
Sumarlin, D.A. Mamahit, E. P., Hadi, J. Hasan, M. Ahmady, R. W., & Haryono., T. (2012). Sumarwan, Ujang, A.G, Prihartono, A.W Riset Pemasaran dan Konsumen, Seri 2. Bogor: PT Penerbit IPB Press.
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939.
Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56, 102162.
WU, W. Y., DO, T. Y., NGUYEN, P. T., Anridho, N., & VU, M. Q. (2020). An integrated framework of customer-based brand equity and theory of planned behavior: A meta-analysis approach. The Journal of Asian Finance, Economics and Business, 7(8), 371-381.
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the factors influencing green purchase intention: A meta-analysis approach. Frontiers in Psychology, 12, 644020.