Athene, Nugrahani Citra (2023) PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Studi Pada Love Beauty and Planet di Kota Semarang). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Shifting on consumer behavior increases the sensitiveness to environmental sustainability that make consumers switch to environmentally friendly products and encourage companies to produce environmentally friendly products also implement green marketing mix. Love Beauty and Planet, which produces environmentally friendly products and implements a green marketing mix to enhance their brand image and purchases. However, in 2021, there is a fluctuation in sales of 12%.
This research was conducted to determine the effect of green marketing mix on purchasing decisions through brand image as a mediating variable in Love Beauty and Planet in Semarang City. The number of samples is 100 respondents with a non-probability sampling technique, namely purposive sampling. Data collection techniques through questionnaires and literature study. The type of research is explanatory research with a quantitative approach and processed with SmartPLS 3.2.9..
The results showed that the green marketing mix variable had a positive and significant effect on brand image, brand image had a positive and significant effect on purchasing decisions, and the green marketing mix had a positive and significant effect on purchasing decisions. The green marketing mix mediated by brand image has a positive and insignificant effect on purchasing decisions.

Keywords : Green marketing mix, brand image, purchasing decision

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