PENGARUH GREEN MARKETING DAN GREEN PRODUCT KNOWLEDGE TERHADAP PURCHASE DECISION PRODUK ECOPRINT DI BANDAR LAMPUNG DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI D (Studi Pada Konsumen Butik Yasmin Wiwid dan Kahut Sigerbori)

Ayu, Permata Sari (2026) PENGARUH GREEN MARKETING DAN GREEN PRODUCT KNOWLEDGE TERHADAP PURCHASE DECISION PRODUK ECOPRINT DI BANDAR LAMPUNG DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI D (Studi Pada Konsumen Butik Yasmin Wiwid dan Kahut Sigerbori). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Sektor industri fashion menuntut pelaku usaha untuk menerapkan strategi pemasaran yang inovatif dan berkelanjutan guna meningkatkan keputusan pembelian konsumen. Produk ecoprint sebagai salah satu produk ramah lingkungan di Bandar Lampung masih menghadapi tantangan dalam meningkatkan minat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing dan green product knowledge terhadap purchase decision dengan brand image sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada konsumen. Teknik pengambilan sampel menggunakan purposive sampling. Variabel independen dalam penelitian ini adalah green marketing dan green product knowledge, variabel dependen adalah purchase decision, dan brand image sebagai variabel mediasi. Analisis data dilakukan menggunakan metode Structural Equation Modeling Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa green marketing berpengaruh signifikan terhadap purchase decision. Green product knowledge berpengaruh signifikan terhadap purchase decision. Brand image berpengaruh signifikan terhadap purchase decision. Green marketing berpengaruh signifikan terhadap brand image. Green product knowledge berpengaruh signifikan terhadap brand image. Brand image mampu memediasi pengaruh green marketing terhadap purchase decision. Brand image mampu memediasi pengaruh green product knowledge terhadap purchase decision. Dengan demikian, brand image menjadi faktor penting dalam meningkatkan keputusan pembelian konsumen terhadap produk ecoprint. Kata Kunci: Green Marketing, Green Product Knowledge, Brand Image, Purchase Decision ABSTRACT The fashion industry sector requires business actors to implement innovative and sustainable marketing strategies in order to enhance consumer purchase decisions. Ecoprint products, as environmentally friendly products in Bandar Lampung, still face challenges in increasing consumer purchasing interest. This study aims to analyze the effect of green marketing and green product knowledge on purchase decision with brand image as a mediating variable. This study uses a quantitative approach with data collection techniques through the distribution of questionnaires to consumers. The sampling technique used is purposive sampling. The independent variables in this study are green marketing and green product knowledge, the dependent variable is purchase decision, and brand image as a mediating variable. Data analysis was conducted using the Structural Equation Modeling Partial Least Square (SEM-PLS) method. The results show that green marketing has a significant effect on purchase decision. Green product knowledge has a significant effect on purchase decision. Brand image has a significant effect on purchase decision. Green marketing has a significant effect on brand image. Green product knowledge has a significant effect on brand image. Brand image is able to mediate the effect of green marketing on purchase decision. Brand image is able to mediate the effect of green product knowledge on purchase decision. Therefore, brand image becomes an important factor in improving consumer purchase decisions on ecoprint products. Keywords: Green Marketing, Green Product Knowledge, Brand Image, Purchase Decision.

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