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All Journal Dinamika Akuntansi Keuangan dan Perbankan Jurnal Bisnis dan Ekonomi SEPA: Jurnal Sosial Ekonomi Pertanian dan Agribisnis Students´ Journal of Economic and Management Proceeding SENDI_U J-MAS (Jurnal Manajemen dan Sains) SEIKO : Journal of Management & Business EQIEN - JURNAL EKONOMI DAN BISNIS OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ekonomi Dan Bisnis Jurnal E-Bis: Ekonomi Bisnis EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Pengabdian Pada Masyarakat Jurnal REP (Riset Ekonomi Pembangunan) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies International Journal of Economics and Management Research
Sri Isnowati
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Pengaruh Green Brand Image Dan Social Influence Terhadap Green Purchase Intention Produk The Body Shop: Peran Mediasi Environmental Concern Tjahjaningsih, Endang; Rivai, Alimuddin Rizal; Basiya, Basiya; Puspitasari, Elen; Isnowati, Sri; Cahyani, Alya Takwarina
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 6 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i6.9535

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh green brand image dan social influence terhadap green purchase intention produk The Body Shop dengan environmental concern sebagai mediasi. Populasi dalam penelitian ini adalah pelanggan produk The Body Shop di Kota Semarang. Penelitian ini melibatkan 150 responden konsumen menggunakan teknik purposive sampling dengan kriteria pernah menggunakan produk The Body Shop minimal 3 bulan terakhir.Teknik analisis data menggunakan uji instrument, uji model, uji regresi, serta uji sobel menggunakan software SPSS 25.0. Hasil penelitian menunjukkan bahwa green brand image dan social influence terhadap green purchase intention dan environmental concern berpengaruh terhadap green purchase intention. Environmental concern memediasi pengaruh green brand image terhadap green purchase intention serta environmental concern memediasi hubungan social influence terhadap green purchase intention.
Co-Authors 07.05.51.0094 Pramudho Sasmito Adhi Achmad Badjuri Agita, Febiola Putri Agung Nusantara Agus Budi Santosa Agus Murdiyanto Agus Murdiyanto Alimuddin Rizal Andika Adi Prasetyo Attallah, Helmi Basiya, Basiya Cahyani, Alya Takwarina Dini Ayulia, Shella Dwi Indah Agustyaningrum Elen Puspitasari Elsa Evita Endang Tjahjaningsih Fitriyah, Ainul Gregorius Masdjojo Ismi Wijayanti, Yulia Kurnia Maharani Lukmanul Khakim Maheswari, Dinda Putri Masdjojo, Gregorius Nasians Mulyo Budi Setiawan Nisa, Aulia Nafi’atun Nur Aini Prasistiasari, Lutfinar Pudjiono, Pudjiono Rindy Ani Nurcholippah Rokh Eddy Prabowo Salsabila, Unik Hanifah Sri Nawatmi Suratno, Winny Aditya Dewi Widiyanto, Pratama Puji Widodo, Dhian Puteri Yogi Dwi Prasetyo