PENGARUH BRAND IMAGE DAN GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN GREEN KNOWLEDGE SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Fore Coffee di Bandar Lampung)

NADIA, RAMADHANI (2026) PENGARUH BRAND IMAGE DAN GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN GREEN KNOWLEDGE SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Fore Coffee di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

	PDF Restricted to Repository staff only Download (2MB)
	PDF Restricted to Repository staff only Download (2MB)

Abstract

ABSTRAK Penelitian ini di latar belakangi oleh meningkatnya perhatian konsumen terhadap isu lingkungan serta persaingan industri kedai kopi yang menuntut perusahaan membangun citra merek sekaligus menerapkan strategi pemasaran berkelanjutan. Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan green marketing terhadap keputusan pembelian dengan green knowledge sebagai variabel mediasi pada konsumen Fore Coffee di Bandar Lampung. Fore Coffee dipilih sebagai objek penelitian karena dikenal sebagai merek kopi lokal yang mengusung konsep ramah lingkungan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada konsumen Fore Coffee di Bandar Lampung. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 96 orang. Analisis data dilakukan menggunakan Structural Equation Modeling–Partial Least Square (SEM-PLS) melalui aplikasi SmartPLS 4.0 yang meliputi pengujian outer model, inner model, serta pengujian efek mediasi. Hasil penelitian menunjukkan bahwa brand image tidak berpengaruh signifikan terhadap green knowledge. Green marketing berpengaruh positif dan signifikan terhadap green knowledge serta keputusan pembelian konsumen. Green knowledge juga terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Namun, green knowledge tidak memediasi pengaruh brand image terhadap keputusan pembelian, sedangkan green knowledge terbukti memediasi secara signifikan pengaruh green marketing terhadap keputusan pembelian. Berdasarkan perspektif Islam, temuan di lapangan ini sejalan dengan Islamic Consumer Behavior Theory yang dikemukakan oleh Monzer Kahf, yaitu kejujuran komunikasi green marketing tidak menyesatkan, Amanah tanggung jawab melestarikan alam, serta kemaslahatan yang memberi manfaat bagi Masyarakat dan lingkungan. Kata kunci: Brand Image, Green Marketing, Green Knowledge, Keputusan Pembelian, Fore Coffee. ABSTRACT This research is motivated by the increasing consumer attention to environmental issues as well as the growing competition in the coffee shop industry, which requires companies not only to build a strong brand image but also to implement sustainable marketing strategies. This study aims to analyze the effect of brand image and green marketing on purchasing decisions with green knowledge as a mediating variable among Fore Coffee consumers in Bandar Lampung. Fore Coffee was selected as the object of this study because it is recognized as a local coffee brand that adopts an environmentally friendly concept. This study employs a quantitative approach, with data collected through questionnaires distributed to Fore Coffee consumers in Bandar Lampung. The sampling technique used was purposive sampling, involving 96 respondents. Data analysis was conducted using Structural Equation Modeling–Partial Least Square (SEM-PLS) with the SmartPLS 4.0 application, which includes testing the outer model, inner model, and the mediating effect. The research findings indicate that brand image does not have a significant effect on green knowledge. Meanwhile, green marketing has a positive and significant effect on both green knowledge and consumers’ purchase decisions. Green knowledge is also proven to have a positive and significant influence on purchase decisions. However, green knowledge does not mediate the relationship between brand image and purchase decisions, whereas it significantly mediates the effect of green marketing on purchase decisions. From an Islamic perspective, these field findings are consistent with the Islamic Consumer Behavior Theory proposed by Monzer Kahf, Honesty in communication, green marketing that is not misleading, trustworthiness and responsibility in preserving nature, as well as promoting public welfare that provides benefits to society and the environment. Keywords: Brand Image, Green Marketing, Green Knowledge, Purchasing Decision, Fore Coffee.

Actions (login required)

View Item