PENGARUH GREEN ADVERTISING, GREEN PACKAGING, DAN ENVIROMENTAL KNOWLEGDE TERHADAP GREEN PURCHASE INTENTION DALAM PERSPEKTIF BISNIS ISLAM (Studi pada Konsumen Produk The Body Shop di Kota Bandar Lampung)

DESTI, FITRIA (2026) PENGARUH GREEN ADVERTISING, GREEN PACKAGING, DAN ENVIROMENTAL KNOWLEGDE TERHADAP GREEN PURCHASE INTENTION DALAM PERSPEKTIF BISNIS ISLAM (Studi pada Konsumen Produk The Body Shop di Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Meningkatnya perhatian masyarakat terhadap isu lingkungan mendorong perusahaan untuk menerapkan strategi pemasaran hijau. The Body Shop sebagai salah satu perusahaan yang mengedepankan konsep ramah lingkungan telah menerapkan green advertising, green packaging, dan edukasi lingkungan kepada konsumennya. Penelitian ini bertujuan untuk menganalisis pengaruh green advertising, green packaging, dan environmental knowledge terhadap green purchase intention dalam perspektif bisnis islam studi pada konsumen The Body Shop di Kota Bandar Lampung. Penelitian ini menggunakan metode kuantitatif, jumlah sampel sebanyak 96 responden dengan menggunakan rumus Lemeshow. Metode analisis data menggunakan SmartPLS4. Analisis data yang digunakan yaitu uji validitas, uji reabilitas, dan uji hipotesis. Hasil penelitian ini yaitu (1) Green Advertising Berpengaruh Positif Dan Signifikan Terdadap Green Purchase Intention pada Konsumen Produk The Body Shop di Kota Bandar Lampung. (2) Green Packaging Berpengaruh Positif Dan Signifikan Terdadap Green Purchase Intention pada Konsumen Produk The Body Shop di Kota Bandar Lampung. (3) Enviromental Knowledge Berpengaruh Positif Dan Signifikan Terdadap Green Purchase Intention pada Konsumen Produk The Body Shop di Kota Bandar Lampung. (4) dalam perspektif bisnis Islam green advertising , green packaging dan environmental knowledge boleh digunakan selama tidak ada dalil yang melarang. Kata kunci : Green advertising , Green packaging, Environmental knowledge, Green Purchase Intention ABSTRACT The increasing public attention to environmental issues encourages companies to implement green marketing strategies. The Body Shop as one of the companies that prioritizes the concept of environmental sustainability has implemented green advertising, green packaging, and environmental education to its consumers. This study aims to analyze the influence of green advertising, green packaging, and environmental knowledge on green purchase intention in consumers of The Body Shop in Bandar Lampung City. This study uses a quantitative method, the number of samples is 96 respondents using the Lemeshow formula. The data analysis method uses SmartPLS4. The data analysis used was a validity test, a reliability test, and a hypothesis test. The results of this study are (1) Green Advertising Has a Positive and Significant Effect on Green Purchase Intention on Consumers of The Body Shop Products in Bandar Lampung City. (2) Green Packaging Has a Positive and Significant Effect on Green Purchase Intention on Consumers of The Body Shop Products in Bandar Lampung City. (3) Environmental Knowledge Has a Positive and Significant Effect on Green Purchase Intention on Consumers of The Body Shop Products in Bandar Lampung City. (4) in the perspective of Islamic business, green advertising, green packaging and environmental knowledge can be used as long as there is no prohibitory evidence. Kata kunci : Green advertising , Green packaging, Environmental knowledge, Green Purchase Intention

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