Pengaruh Green Product dan Electronic Word of Mouth terhadap Keputusan Pembelian melalui Brand Image sebagai Variabel Intervening (Studi pada Generasi Z Konsumen Skincare Garnier di Kota Semarang)

Abstract

Environmental issues encourage people to be more responsible for nature and change behavior to be able to minimize negative impacts on the environment. These behavioral changes encourage companies to reduce negative impacts on the environment and produce environmentally friendly products. Garnier is known as a cosmetic brand that implements green products and markets them through electronic word of mouth strategies. The purpose of this study was to determine the effect of green products and electronic word of mouth on purchasing decisions through brand image as an intervening variable. The type of research used is explanatory research. While the sampling technique used is non-probability sampling using purposive sampling and accidental sampling methods. This study involved 160 respondents who are generation Z Garnier skincare consumers in Semarang City. Data collection was carried out using a physical questionnaire and google form. This research uses SmartPLS 3.2.9 software tools for windows. The results of this study indicate that green product has a positive and significant effect on brand image, electronic word of mouth has a positive and significant effect on brand image, green product has a positive and significant effect on purchasing decisions, electronic word of mouth has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, green product has a positive and significant effect on purchasing decisions through brand image, electronic word of mouth has a positive and significant effect on purchasing decisions through brand image. It is recommended that Garnier provide information to consumers that its products have used recycled packaging that is more environmentally friendly. In addition, Garnier should encourage consumers to provide reviews or recommendations by providing incentives, such as discounts or gifts.

Isu lingkungan mendorong masyarakat untuk lebih bertanggung jawab terhadap alam dan mengubah perilaku untuk dapat meminimalkan dampak negatif terhadap lingkungan. Perubahan perilaku tersebut mendorong perusahaan untuk mengurangi dampak negatif terhadap lingkungan dan menghasilkan produk ramah lingkungan. Garnier dikenal sebagai merek kosmetik yang menerapkan green product dan memasarkannya melalui strategi electronic word of mouth. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh green product dan electronic word of mouth terhadap keputusan pembelian melalui brand image sebagai variabel intervening. Tipe penelitian yang digunakan adalah explanatory research. Sedangkan teknik pengambilan sampel yang digunakan adalah non-probability sampling menggunakan metode purposive sampling dan accidental sampling. Penelitian ini melibatkan 160 responden yang merupakan generasi Z konsumen skincare Garnier di Kota Semarang. Pengumpulan data dilakukan menggunakan kuesioner fisik dan google form. Penelitian ini menggunakan alat bantu software SmartPLS 3.2.9 for windows. Hasil dari penelitian ini menunjukkan bahwa green product berpengaruh positif dan signifikan terhadap brand image, electronic word of mouth berpengaruh positif dan signifikan terhadap brand image, green product berpengaruh positif dan signifikan terhadap keputusan pembelian, electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian, brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, green product berpengaruh positif dan signifikan terhadap keputusan pembelian melalui brand image, electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian melalui brand image. Disarankan agar Garnier memberikan informasi kepada konsumen bahwa produk-produknya telah menggunakan kemasan daur ulang yang lebih ramah lingkungan. Selain itu, Garnier sebaiknya mendorong konsumen untuk memberikan ulasan atau rekomendasi dengan memberikan insentif, seperti diskon atau hadiah.