PENGARUH GREEN MARKETING DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN MELALUI GREEN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA PRODUK AMDK LE MINERALE DI BANDAR LAMPUNG DALAM PERSPEKTIF BISNIS ISLAM

NOVISA, PITRI DIANTI (2026) PENGARUH GREEN MARKETING DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN MELALUI GREEN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA PRODUK AMDK LE MINERALE DI BANDAR LAMPUNG DALAM PERSPEKTIF BISNIS ISLAM. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Meningkatnya kesadaran masyarakat terhadap pentingnya produk ramah lingkungan seiring bertambahnya permasalahan limbah plastik dari industri air minum dalam kemasan (AMDK). Produk AMDK Le Minerale berupaya menerapkan strategi green marketing melalui penggunaan kemasan yang dapat didaur ulang dan kampanye kepedulian lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing dan brand trust terhadap keputusan pembelian melalui green brand image sebagai variabel mediasi pada produk AMDK Le Minerale di Bandar Lampung dalam perspektif bisnis Islam. Penelitian ini menggunakan Grand theory perilaku konsumen, yang menjelaskan bahwa keputusan pembelian dipengaruhi oleh faktor psikologis, sosial, budaya, dan persepsi konsumen terhadap suatu merek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 97 orang. Analisis data dilakukan menggunakan metode SEM-PLS (Structural Equation Modeling-Partial Least Square). Hasil penelitian menunjukkan bahwa (1) green marketing tidak berpengaruh signifikan terhadap keputusan dengan t hitung 0.795 dan sig. 0.427, (2) brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian dengan t hitung 4.620 dan sig. 0.000, (3) Green marketing dan brand trust juga berpengaruh positif terhadap green brand image dengan t hitung 4.881 dan 4.702 dengan sig. 0.000, (4) green brand image berpengaruh signifikan terhadap keputusan pembelian dengan nilai t hitung 2.579 dan sig. 0.000. Selain itu, (5) green brand image mampu memediasi pengaruh green marketing dan brand trust terhadap keputusan pembelian dengan nilai t hitung 2.415 dan 2.112 dengan sig. 0.016 dan 0.035. Dalam perspektif bisnis Islam, penerapan green marketing dan pembentukan brand trust mencerminkan nilai amanah, kejujuran, dan tanggung jawab sosial perusahaan. Kata Kunci : Green Marketing, Brand Trust, Keputusan Pembelian, Green brand image, Le Minerale ABSTRACT Public awareness of the importance of environmentally friendly products is increasing along with the increasing problem of plastic waste from the bottled drinking water (AMDK) industry. Le Minerale's AMDK product strives to implement a green marketing strategy through the use of recyclable packaging and environmental awareness campaigns. This study aims to analyze the influence of green marketing and brand trust on purchasing decisions through green brand image as a mediating variable for Le Minerale's AMDK product in Bandar Lampung from an Islamic business perspective. This study uses the Grand Theory of Consumer Behavior, which explains that purchasing decisions are influenced by psychological, social, and cultural factors, as well as consumer perceptions of a brand. This study employed a quantitative approach with a survey method. Data were obtained through questionnaire distribution. The sampling technique used purposive sampling with 97 respondents. Data analysis was performed using the SEM-PLS (Structural Equation Modeling-Partial Least Squares) method. The results of the study indicate that (1) green marketing does not have a significant effect on decisions with a t-value of 0.795 and sig. 0.427, (2) brand trust has a positive and significant effect on purchasing decisions with a t-value of 4.620 and sig. 0.000, (3) Green marketing and brand trust also have a positive effect on green brand image with a t-value of 4.881 and 4.702 with sig. 0.000, (4) green brand image has a significant effect on purchasing decisions with a t-value of 2.579 and sig. 0.000. In addition, (5) green brand image is able to mediate the influence of green marketing and brand trust on purchasing decisions with a t-value of 2.415 and 2.112 with sig. 0.016 and 0.035. In the perspective of Islamic business, the implementation of green marketing and the formation of brand trust reflect the values of trustworthiness, honesty, and corporate social responsibility. Keywords: Green Marketing, Brand Trust, Purchasing Decision, Green Brand Image, Le Minerale

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