PENGARUH GREEN MARKETING, ETIKA BISNIS, DAN GOOD CORPORATE GOVERNANCE TERHADAP KEPUTUSAN PEMBELIAN THE BODY SHOP DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Di Bandar Lampung)

SITI, NANDA LESTARI (2026) PENGARUH GREEN MARKETING, ETIKA BISNIS, DAN GOOD CORPORATE GOVERNANCE TERHADAP KEPUTUSAN PEMBELIAN THE BODY SHOP DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Di Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengkaji pengaruh Green Marketing, Etika Bisnis, dan Good Corporate Governance terhadap Keputusan Pembelian produk The Body Shop dalam Perspektif Bisnis Islam pada konsumen di Bandar Lampung. Penelitian ini dilatarbelakangi oleh semakin meningkatnya perhatian masyarakat terhadap isu lingkungan, pentingnya penerapan etika dalam kegiatan bisnis, serta tata kelola perusahaan yang baik sebagai faktor yang dapat memengaruhi keputusan konsumen dalam melakukan pembelian. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner secara online kepada konsumen The Body Shop di Bandar Lampung. Populasi penelitian mencakup seluruh konsumen The Body Shop di Bandar Lampung yang jumlahnya tidak diketahui secara pasti. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Jumlah sampel ditentukan menggunakan rumus Lemeshow sehingga diperoleh sebanyak 100 responden. Analisis data dilakukan dengan menggunakan regresi linier berganda melalui bantuan program IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa Green Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian, sehingga H1 diterima. Etika Bisnis tidak berpengaruh signifikan terhadap Keputusan Pembelian, sehingga H2 ditolak. Good Corporate Governance berpengaruh positif dan signifikan terhadap Keputusan Pembelian, sehingga H3 diterima. Secara simultan, Green Marketing, Etika Bisnis, dan Good Corporate Governance berpengaruh signifikan terhadap Keputusan Pembelian, sehingga H4 diterima. Nilai Adjusted R Square sebesar 0,849 menunjukkan bahwa 84,9% variasi Keputusan Pembelian dapat dijelaskan oleh ketiga variabel independen, sedangkan sisanya sebesar 15,1% dipengaruhi oleh variabel lain di luar penelitian. Temuan ini juga relevan dalam Perspektif Bisnis Islam, penerapan Green Marketing, Etika Bisnis, dan Good Corporate Governance pada The Body Shop menunjukkan kepedulian perusahaan terhadap lingkungan, penyampaian informasi produk secara jujur, serta penerapan nilai-nilai amanah, keadilan, dan tanggung jawab sosial yang mendukung praktik bisnis yang bertanggung jawab, berkelanjutan, dan sesuai dengan prinsip Islam. Kata Kunci: Green Marketing, Etika Bisnis, Good Corporate Governance, Keputusan Pembelian, Perspektif Bisnis Islam. ABSTRACT This study aims to examine the influence of green marketing, business ethics, and good corporate governance on consumers’ purchasing decisions regarding The Body Shop products from an Islamic business perspective in Bandar Lampung. This study is motivated by the public’s growing concern for environmental issues, the importance of applying ethics in business activities, and good corporate governance as factors that can influence consumers’ purchasing decisions. This study employed a quantitative approach using a survey method, in which an online questionnaire was distributed to The Body Shop customers in Bandar Lampung. The study population comprised all The Body Shop customers in Bandar Lampung, whose exact number is unknown. The sampling technique used was purposive sampling. The sample size was determined using the Lemeshow formula, resulting in a sample of 100 respondents. Data analysis was performed using multiple linear regression with the aid of IBM SPSS Statistics software. The results of the study indicate that Green Marketing has a positive and significant effect on Purchase Decisions; therefore, H1 is accepted. Business Ethics does not have a significant effect on Purchase Decisions; therefore, H2 is rejected. Good Corporate Governance has a positive and significant effect on Purchase Decisions, so H3 is accepted. Simultaneously, Green Marketing, Business Ethics, and Good Corporate Governance have a significant effect on Purchase Decisions, so H4 is accepted. The adjusted R-squared value of 0.849 indicates that 84.9% of the variation in Purchase Decisions can be explained by the three independent variables, while the remaining 15.1% is influenced by other variables outside the scope of this study. These findings are also relevant from the perspective of Islamic business; The Body Shop’s implementation of green marketing, business ethics, and good corporate governance demonstrates the company’s commitment to the environment, its honest communication of product information, and its application of the values of trustworthiness, justice, and social responsibility all of which support responsible, sustainable business practices that align with Islamic principles. Keywords: Green Marketing, Bussiness Ethics, Good Corporate Governance, Purchase Decision, Islamic Business Perspective.

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