BibTex Citation Data :
@article{JIAB48811, author = {Kezia Silalahi and Bulan Prabawani and Ilham Ainuddin}, title = {PENGARUH GREEN MARKETING DAN ENVIRONMENTAL KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN THE BODY SHOP DI JAKARTA DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI DAN KETERSEDIAAN PRODUK PESAING SEBAGAI VARIABEL MODERASI}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {15}, number = {1}, year = {2026}, keywords = {Brand Image; Environmental Knowledge; Green Marketing; Purchasing Decisions, The Availability of Competing Product}, abstract = { Abstract: This study analyzes the effect of green marketing and environmental knowledge on purchasing decisions for The Body Shop products in Jakarta, with brand image as mediation and the availability of competing products as moderation. This explanatory research uses a quantitative approach with a sample of 100 respondents through questionnaires and interviews, processed using SmartPLS 4.0. The results show that green marketing and environmental knowledge have no direct effect on purchasing decisions, but brand image has a positive effect and fully mediates the influence of the two variables on purchasing decisions. Moderation testing shows that the availability of competing products does not strengthen or weaken the influence of green marketing on purchasing decisions, but weakens the influence of environmental knowledge on purchasing decisions. With these results, companies need to strengthen brand image and mitigate the impact of competitors to maintain market share in a competitive industry. Keywords: Brand Image; Environmental Knowledge; Green Marketing; Purchasing Decisions, The Availability Of Competing Product Abstraksi: Penelitian ini menganalisis pengaruh green marketing dan environmental knowledge terhadap keputusan pembelian produk The Body Shop di Jakarta, dengan brand image sebagai mediasi dan ketersediaan produk pesaing sebagai moderasi. Penelitian eksplanatori ini menggunakan pendekatan kuantitatif dengan sampel 100 responden melalui kuesioner dan wawancara, diolah menggunakan SmartPLS 4.0. Hasil menunjukkan green marketing dan environmental knowledge tidak berpengaruh langsung terhadap keputusan pembelian, tetapi brand image berpengaruh positif dan memediasi pengaruh kedua variabel tersebut secara penuh terhadap keputusan pembelian. Pengujian moderasi menunjukkan ketersediaan produk pesaing tidak memperkuat atau memperlemah pengaruh green marketing terhadap keputusan pembelian, tetapi memperlemah pengaruh environmental knowledge terhadap keputusan pembelian. Dengan hasil ini, perusahaan perlu memperkuat brand image dan memitigasi dampak kompetitor untuk mempertahankan pangsa pasar di industri yang kompetitif. Kata Kunci: Brand Image; Environmental Knowledge; Green Marketing; Keputusan Pembelian; Ketersediaan Produk Pesaing }, issn = {2746-1297}, pages = {368--380} doi = {10.14710/jiab.2026.48811}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/48811} }
Refworks Citation Data :
Abstract: This study analyzes the effect of green marketing and environmental knowledge on purchasing decisions for The Body Shop products in Jakarta, with brand image as mediation and the availability of competing products as moderation. This explanatory research uses a quantitative approach with a sample of 100 respondents through questionnaires and interviews, processed using SmartPLS 4.0. The results show that green marketing and environmental knowledge have no direct effect on purchasing decisions, but brand image has a positive effect and fully mediates the influence of the two variables on purchasing decisions. Moderation testing shows that the availability of competing products does not strengthen or weaken the influence of green marketing on purchasing decisions, but weakens the influence of environmental knowledge on purchasing decisions. With these results, companies need to strengthen brand image and mitigate the impact of competitors to maintain market share in a competitive industry.
Keywords: Brand Image; Environmental Knowledge; Green Marketing; Purchasing Decisions, The Availability Of Competing Product
Abstraksi: Penelitian ini menganalisis pengaruh green marketing dan environmental knowledge terhadap keputusan pembelian produk The Body Shop di Jakarta, dengan brand image sebagai mediasi dan ketersediaan produk pesaing sebagai moderasi. Penelitian eksplanatori ini menggunakan pendekatan kuantitatif dengan sampel 100 responden melalui kuesioner dan wawancara, diolah menggunakan SmartPLS 4.0. Hasil menunjukkan green marketing dan environmental knowledge tidak berpengaruh langsung terhadap keputusan pembelian, tetapi brand image berpengaruh positif dan memediasi pengaruh kedua variabel tersebut secara penuh terhadap keputusan pembelian. Pengujian moderasi menunjukkan ketersediaan produk pesaing tidak memperkuat atau memperlemah pengaruh green marketing terhadap keputusan pembelian, tetapi memperlemah pengaruh environmental knowledge terhadap keputusan pembelian. Dengan hasil ini, perusahaan perlu memperkuat brand image dan memitigasi dampak kompetitor untuk mempertahankan pangsa pasar di industri yang kompetitif.
Kata Kunci: Brand Image; Environmental Knowledge; Green Marketing; Keputusan Pembelian; Ketersediaan Produk Pesaing
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