Pengaruh Green Marketing terhadap Keputusan Pembelian dengan Green Trust sebagai Variabel Mediasi - Isyana Rahayu; Muhamad Ansor (Lembaga Riset Ilmiah, Yayasan Mentari Meraki Asa, 2026)
Penelitian ini bertujuan menganalisis pengaruh green marketing terhadap keputusan pembelian produk Le Minerale dengan green trust sebagai variabel mediasi pada mahasiswa Universitas Cipasung Tasikmalaya. Berlandaskan Stimulus-Organism-Response (S-O-R) Theory, green marketing diposisikan sebagai stimulus eksternal, green trust sebagai proses internal organisme, dan keputusan pembelian sebagai respons perilaku. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan desain cross-sectional terhadap 65 mahasiswa yang dipilih melalui purposive sampling. Analisis data dilakukan dengan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa green marketing berpengaruh positif terhadap keputusan pembelian (β = 0,355; p = 0,001), green marketing berpengaruh positif terhadap green trust (β = 0,785; p = 0,000), green trust berpengaruh positif terhadap keputusan pembelian (β = 0,549; p = 0,000), dan green trust terbukti memediasi pengaruh green marketing terhadap keputusan pembelian (β = 0,431; p = 0,000). Model menjelaskan 73,5% varians keputusan pembelian (GoF = 0,536). Kontribusi teoritis penelitian ini terletak pada verifikasi mekanisme mediasi green trust dalam kerangka S-O-R pada konteks perguruan tinggi swasta di wilayah non-metropolitan Indonesia, yang selama ini belum banyak dieksplorasi dalam literatur perilaku konsumen hijau. This study aims to analyze the influence of green marketing on purchasing decisions of Le Minerale products with green trust as a mediating variable among students of Cipasung University, Tasikmalaya. Based on the Stimulus-Organism-Response (S-O-R) Theory, green marketing is positioned as an external stimulus, green trust as an internal organism process, and purchasing decisions as a behavioral response. The study used an associative quantitative approach with a cross-sectional design on 65 students selected through purposive sampling. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study indicate that green marketing has a positive effect on purchasing decisions (β = 0.355; p = 0.001), green marketing has a positive effect on green trust (β = 0.785; p = 0.000), green trust has a positive effect on purchasing decisions (β = 0.549; p = 0.000), and green trust is proven to mediate the effect of green marketing on purchasing decisions (β = 0.431; p = 0.000). The model explains 73.5% of the variance in purchasing decisions (GoF = 0.536). The theoretical contribution of this study lies in verifying the mediation mechanism of green trust within the S-O-R framework in the context of private universities in non-metropolitan areas of Indonesia, which has not been widely explored in the green consumer behavior literature.