PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP KEPUTUSAN PEMBELIAN DENGAN PENGETAHUAN KONSUMEN SEBAGAI VARIABEL MEDIASI MENURUT PERSPEKTIF BISNIS ISLAM (Studi pada Konsumen AMDK Le Minerale di Bandar Lampung)

Muhammad, Saputra (2025) PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP KEPUTUSAN PEMBELIAN DENGAN PENGETAHUAN KONSUMEN SEBAGAI VARIABEL MEDIASI MENURUT PERSPEKTIF BISNIS ISLAM (Studi pada Konsumen AMDK Le Minerale di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

	PDF Download (5MB)
	PDF Restricted to Repository staff only Download (6MB)

Abstract

ABSTRAK Green Marketing dan Corporate Social Responsibility adalah sebuah pemasaran hijau dan tanggung jawab social perusahaan. Dalam konteks meningkatnya kesadaran lingkungan dan tanggung jawab sosial perusahaan, konsumen semakin mempertimbangkan nilai-nilai etika dan keberlanjutan dalam menentukan pilihan produk. Berdasarkan hal tersebut, penelitian dengan rumusan masalah mengenai pengaruh Green Marketing terhadap keputusan pembelian, pengaruh Green Marketing terhadap pengetahuan konsumen, pengaruh Corporate Social Responsibility terhadap keputusan pembelian, pengaruh Corporate Social Responsibility terhadap pengetahuan konsumen, pengaruh pengetahuan konsumen terhadap keputusan pembelian, serta pengaruh Green Marketing, Corporate Social Responsibility dan keputusan pembelian terhadap pengetahuan konsumen pada AMDK Le Minerale. Metode penelitian ini merupakan penelitian kuantitatif. Populasi dalam penelitian ini adalah seluruh Konsumen AMDK Le Minerale di Bandar Lampung sedangkan sampel penelitian diambil menggunakan rumus Lemeshow sehingga mendapatkan sampel 96 sampel yang kemudian dibulatkan menjadi 100 sampel. Hasil dalam penelitian menunjukkan bahwa pengaruh Green Marketing terhadap keputusan pembelian menunjukkan adanya pengaruh positif signifikan, Green Marketing terhadap pengetahuan konsumen menunjukkan adanya pengaruh positif signifikan. pengaruh Corporate Social Responsibility terhadap keputusan pembelian menunjukkan adanya pengaruh positif signifikan, Corporate Social Responsibility terhadap pengetahuan konsumen menunjukkan adanya pengaruh positif signifikan. Pengetahuan konsumen terhadap keputusan pembelian berpengaruh positif dan signifikan. Pengetahuan konsumen mampu memediasi antara Green Marketing terhadap keputusan pembelian menunjukkan pengaruh positif signifikan. Pengetahuan konsumen mampu memediasi antara Corporate Social Responsibility terhadap keputusan pembelian menunjukkan pengaruh positif signifikan. Kata Kunci : Green Marketing, Corporate Social Responsibility, Keputusan Pembelian, Pengetahuan Konsumen. ABSTRACT Green Marketing and Corporate Social Responsibility is a Green Marketing and Corporate Social Responsibility. In the context of increasing environmental awareness and Corporate Social Responsibility, consumers are increasingly considering ethical and sustainable values in determining product choices. Based on this, research with the formulation of the problem regarding the influence of Green Marketing on purchasing decisions, the influence of Green Marketing on consumer knowledge, the influence of Corporate Social Responsibility on purchasing decisions, the influence of Corporate Social Responsibility on consumer knowledge, the influence of consumer knowledge on purchasing decisions, and the influence of Green Marketing, Corporate Social Responsibility and purchasing decisions on consumer knowledge at AMDK Le Minerale. This research method is quantitative research. The population in this study were all Le Minerale AMDK Consumers in Bandar Lampung while the research sample was taken using the Lemeshow formula to obtain a sample of 96 samples which were then rounded up to 100 samples. The results of the study indicate that the influence of Green Marketing on purchasing decisions shows a significant positive influence, Green Marketing on consumer knowledge shows a significant positive influence. The influence of Corporate Social Responsibility on purchasing decisions shows a significant positive influence, Corporate Social Responsibility on consumer knowledge shows a significant positive influence. Consumer knowledge on purchasing decisions has a positive and significant influence. Consumer knowledge is able to mediate between Green Marketing and purchasing decisions showing a significant positive influence. Consumer knowledge is able to mediate between Corporate Social Responsibility and purchasing decisions showing a significant positive influence. Keywords: Green Marketing, Corporate Social Responsibility, Purchasing Decision, Consumer Knowledge.

Actions (login required)

View Item