PENGARUH GREEN MARKETING DAN GREEN PRODUCT TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA PENGGUNA THE BODY SHOP DI KOTA MADIUN

Luturmas, Resyviona Mesya (2026) PENGARUH GREEN MARKETING DAN GREEN PRODUCT TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA PENGGUNA THE BODY SHOP DI KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

The purpose of this study is to determine the influence of green marketing and green product on purchase decisions through brand image as a mediating variable among The Body Shop consumers in Madiun City. The data source in this study is primary data, collected using a questionnaire method with a purposive sampling technique distributed to The Body Shop consumers in Madiun City. The sample size used in this study was 384 respondents. The research method employed is a quantitative approach using Structural Equation Model (SEM) analysis with the assistance of SmartPLS (Partial Least Square) software. The results of this study indicate that green marketing and green product have a positive and significant effect on brand image among The Body Shop consumers in Madiun City. Green marketing, green product, and brand image are also proven to have a positive and significant effect on purchase decisions. Furthermore, brand image is able to mediate the influence of green marketing and green product on purchase decisions among The Body Shop consumers in Madiun City. Keywords: Green Marketing; Green Product; Brand Image; Purchase Decision

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Green Marketing; Green Product; Brand Image; Keputusan Pembelian Green Marketing; Green Product; Brand Image; Purchase Decision
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	LUTURMAS RESYVIONA MESYA
Date Deposited:	26 Oct 2026 07:17
Last Modified:	26 Oct 2026 07:17
URI:	http://eprint.unipma.ac.id/id/eprint/10684

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