ANALISIS PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP BUYING DECISION PRODUK AIR MINUM DALAM KEMASAN MEREK ADES DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Masyarakat Desa Sinar Banten, Kota Bandar Lampung)

AHMAD, ERIK KUSAERI (2025) ANALISIS PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP BUYING DECISION PRODUK AIR MINUM DALAM KEMASAN MEREK ADES DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Masyarakat Desa Sinar Banten, Kota Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan menganalisis dampak pemanasan global terhadap lingkungan serta respons perusahaan melalui Green Marketing dan Corporate Social Responsibility. Pemanasan global memicu dampak negatif seperti perubahan iklim, kekeringan, dan banjir, yang meningkatkan kepedulian masyarakat terhadap lingkungan. Rumusan masalah pada penelitian ini adalah Apakah Green Marketing berpengaruh terhadap Buying decision produk air mineral dalam kemasan Ades pada masyarakat desa Sinar Banten, Kota Bandar Lampung, Apakah Corporate Social Responsibility berpengaruh terhadap Buying decision produk air mineral dalam kemasan pada masyarakat desa Sinar Banten, Kota Bandar Lampung, Apakah Green Marketing dan Corporate Social Responsibility secara simultan berpengaruh terhadap Buying decision produk air mineral dalam kemasan Ades pada masyarakat desa Sinar Banten, Kota Bandar Lampung, Bagaimana Green Marketing, Corporate Social Responsibility dan Buying decision dalam Perpsektif Bisnis Islam pada masyarakat desa Sinar Banten, Kota Bandar Lampung. Metode yang digunakan adalah pendekatan kuantitatif dengan jenis penelitian deskriptif. Data dikumpulkan melalui penyebaran kuesioner online kepada 95 responden konsumen masyarakat desa sinar banten, kota bandar lampung. Teknik analisis data yang digunakan adalah Partial Least Square (PLS) melalui software SmartPLS 4.1.1.2 untuk menguji validitas, reliabilitas, serta pengaruh antar variabel. Hasil penelitian menunjukkan bahwa Green Marketing berpengaruh positif dan signifikan terhadap Buying Decision. Corporate social responsibilit juga berpengaruh positif dan signifikan terhadap Buying Decision. Dalam perspektif bisnis Islam, penerapan nilai-nilai seperti kejujuran, tanggung jawab, keadilan, dan kepedulian terhadap lingkungan merupakan prinsip utama yang harus dijalankan dalam setiap aktivitas bisnis, termasuk dalam praktik Green Marketing dan Corporate Social Responsibility, guna mencapai keberkahan dan keberlanjutan usaha. ABSTRACT This study aims to analyze the impact of global warming on the environment and corporate responses through green marketing and corporate social responsibility. Global warming has triggered negative effects such as climate change, droughts, and floods, which have increased public awareness of environmental issues. The research problems addressed in this study include Does green marketing influence the buying decision of Ades bottled mineral water among the community in Sinar Banten Village, Bandar Lampung City, Does corporate social responsibility influence the buying decision of bottled mineral water in the same community, Do green marketing and corporate social responsibility simultaneously affect the buying decision of Ades bottled mineral water in Sinar Banten Village, How are green marketing, corporate social responsibility, and buying decisions perceived from the perspective of Islamic business in the community of Sinar Banten Village. The research uses a quantitative approach with a descriptive research design. Data were collected through an online questionnaire distributed to 95 respondents from the consumer community in Sinar Banten Village, Bandar Lampung City. The data analysis technique employed is Partial Least Square (PLS) using SmartPLS software version 4.1.1.2 to test the validity, reliability, and influence among variables. The results indicate that green marketing has a positive and significant effect on buying decisions. Similarly, corporate social responsibility also has a positive and significant impact on buying decisions. From an Islamic business perspective, the application of values such as honesty, responsibility, justice, and environmental concern are fundamental principles that must be upheld in all business activities, including in the practice of green marketing and CSR, to achieve sustainability and blessings in business.

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