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Dyah Sugandini
Universitas Pembangunan Nasional Veteran Yogyakarta
Religion Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Nursing Public Health Social Sciences Other

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Journal : Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis

 1 
Peran Mediasi Brand Image Pada Green Promotion, Environmental Consciousness, Information Credibility Terhadap Purchase Decision Qisthi Larasati; Wisnalmawati Wisnalmawati; Dyah Sugandini
Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Vol 5, No 1 (2021): Jurnal Ecodemica: Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : LPPM Universitas BSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (256.068 KB) | DOI: 10.31294/jeco.v5i1.8598

Abstract

ABSTRACTThis study aims to analyze the effect of green promotion, environmental consciousness, information credibility on purchase decisions mediated by brand image on environmentally-friendly cosmetic products The Body Shop in Yogyakarta. The variables used in this study are green promotion (X1), environmental consciousness (X2), information credibility (X3) purchase decision (Y), and brand image (Z). The population in this study are consumers who use The Body Shop products in Yogyakarta. The total sample in this study was 100 respondents using the convenience sampling technique or also known as accidental sampling and the data collection method using a questionnaire. The data analysis used was SEM (Structural Equation Model) analysis with the SMART PLS 3.2.7 program. By testing the hypothesis, the results of the analysis show that green promotion, environmental consciousness, information credibility has a positive effect on purchase decisions on The Body Shop products in Yogyakarta, and brand image can mediate the variables of green promotion, environmental consciousness, information credibility on purchase decisions. The suggestions for further researchers are because in this study there are still limitations so that further researchers are expected to be able to research with other variables and need to use a wider and more diverse range of respondents to obtain more varied results that can affect purchasing decisions. Keywords: Brand Image, Environmental Consciousness, Green Promotion, , Information Credibility, Purchase Decision.
Co-Authors Agus Sasmito Aribowo Agus Sasmito Aribowo Ambarwati, Sri Dwi Ari Aprilivianto Aprilivianto Atika Nur Dhyas Putri Bambang Sugiarto Bayage, Nevri Bayage Bela Yudha Darasta Brigitta, Michelle Yoanna Franscisca Christin Susilowati Dentie Aulina Poetri Izdihari Effendi, Mohamad Irhas Eny Purbandari Esti Dwi Rahmawati Fitri, Rindiyani Alam Garaika Haddy Suprapto Hadi Oetomo Harwidyasto, Raditya Helisia Margahana Heru Tri Sutiono Heru Tri Sutiono Hidayah, Muhammad Rafli Hidayat, Indra Iryanto Nur Holimin Holimin Ignatius Agus Suryono Indra Iryanto Nur Hidayat Kusumadevi, Dyaning Septiana Laksana, Dwi Hari M. Irhas Effendi Maria Dwisakti Nettilin Watu Michelle Yoanna Franscisca Brigitta Muafi Muhammad Irhas Effendi, Muhammad Irhas Muhammad Kundarto Muhammad Rafli Hidayah Muhammad Yusron Fikri Murni, Sri Wahyu Najah, Miftahun Nevri Bayage Bayage Padma, Hilda Carissa Putu Pamuji, Windy Anindya Purbudi Wahyuni PURBUDI WAHYUNI, PURBUDI Puspadewi, Mellania Indah Putri, Atika Nur Dhyas Qisthi Larasati Rahajeng Arundati Rahajeng Arundati Rahajeng Arundati Rahajeng Arundati Rava Fernanda Purnama Rava Fernanda Purnama Rifki, Akbar Faiz Siwi Hardiastuti Endang Kawuryan Sugiarto, Bambang Suranto, Suranto Suryono, Ignatius Agus Sutiono, Heru Tri Titik Kusmantini Trestina Ekawati Uyun, Nadia Azkal Wahyu Hidayat Wahyu Kurniawan Wahyu Kurniawan Widhy Tri Astuti Wiratama, Raihan Wisnalmawati Wisnalmawati Wisnalmawati - Wisnalmawati Wisnalmawati Wisnalmawati Wisnalmawati Wiyoga, Adhe Yenni Sri Utami Yenni Sri Utami, Yenni Sri Yodhatama, Muktiarya Yulia Aji Puspitasari Yuni Istanto Yuni Istanto Yuni Istanto Yuni Istanto, Yuni Yusuf, Akbar Maulana