ANALISIS GREEN MARKETING, GREEN ADVERTISING, DAN BRAND IMAGE DALAM MEMBENTUK PURCHASE DECISION DAN CUSTOMER SATISFACTION DALAM STUDI KASUS PENGGUNA SKINCARE DI DKI JAKARTA

MICHAEL LAMBOK, . (2025) ANALISIS GREEN MARKETING, GREEN ADVERTISING, DAN BRAND IMAGE DALAM MEMBENTUK PURCHASE DECISION DAN CUSTOMER SATISFACTION DALAM STUDI KASUS PENGGUNA SKINCARE DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk memperluas wawasan dan menganalisis terkait pengaruh green marketing, green advertising dan brand image terhadap purchase decision dan customer satisfaction pada pengguna produk skincare The Body Shop di wilayah DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data menggunakan metode survei dengan kuesioner yang disebarkan secara daring. Populasi dalam penelitian ini adalah pengguna skincare The Body Shop dengan rentang usia 21-55 tahun yang berdomisili di wilayah DKI Jakarta. Pengambilan sampel dalam penelitian ini adalah dengan menggunakan metode purposive sampling dengan jumlah sampel sebanyak 400 responden. Teknik analisis data yang digunakan meliputi uji validitas, uji reliabilitas dan uji hipotesis dengan menggunakan Structural Equation Modelling (SEM) AMOS versi 26. Hasil penelitian menunjukkan bahwa empat dari tujuh hipotesis yang diajukan terbukti diterima secara statistik. 1) green marketing berpengaruh positif dan signifikan terhadap purchase decision. 2) green advertising tidak memiliki pengaruh secara langsung terhadap purchase decision. 3) brand image berpengaruh positif dan signifikan terhadap purchase decision. 4) green marketing tidak memiliki pengaruh secara langsung terhadap customer satisfaction. 5) green advertising tidak memiliki pengaruh secara langsung terhadap customer satisfaction. 6) brand image berpengaruh positif dan signifikan terhadap customer satisfaction. 7) purchase decision berpengaruh positif dan signifikan terhadap customer satisfaction. ***** This study aims to broaden insight and analyze the influence of green marketing, green advertising, and brand image on purchase decisions and customer satisfaction among users of The Body Shop skincare products in the DKI Jakarta area. This study uses a quantitative approach with data collection techniques using a survey method with a questionnaire distributed online. The population in this study were The Body Shop skincare users aged 21-55 years who live in the DKI Jakarta area. Sampling in this study was by using a purposive sampling method with a sample size of 400 respondents. Data analysis techniques used include validity testing, reliability testing, and hypothesis testing using Structural Equation Modeling (SEM) AMOS version 26. The results showed that four of the seven hypotheses proposed were statistically proven to be accepted. 1) green marketing has a positive and significant effect on purchase decisions. 2) green advertising does not have a direct effect on purchase decisions. 3) brand image has a positive and significant effect on purchase decisions. 4) green marketing does not have a direct effect on customer satisfaction. 5) green advertising does not have a direct effect on customer satisfaction. 6) Brand image has a positive and significant effect on customer satisfaction. 7) Purchase decisions have a positive and significant effect on customer satisfaction.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., P.hd. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Michael Lambok .
Date Deposited:	11 Feb 2026 08:50
Last Modified:	11 Feb 2026 08:50
URI:	http://repository.unj.ac.id/id/eprint/65282

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