The Impact of Green Marketing, Purchase Interesst, Green Brand Trust on Consumer Purchasing Decisions at The Body Shop
Dampak Green Marketing, Minat Beli, Green Brand Trust terhadap Keputusan Pembelian Konsumen pada The Body Shop
DOI:
https://doi.org/10.21070/ups.9991Keywords:
Green Marketing, Purchase Interesst, Green Brand Trust, Consumer Purchasing Decisions, Anonymous Agreement, The Body ShopAbstract
This study aims to analyze the influence of green marketing, purchase intention, and green brand trust on The Body Shop consumer purchasing decisions. The study used a quantitative approach with a survey method through a questionnaire distributed to 112 The Body Shop consumer respondents in East Java, with a purposive sampling technique. Data were analyzed using the Partial Least Squares (PLS) method. The results showed that green marketing, purchase intention, and green brand trust had a positive and significant effect on purchasing decisions. These findings indicate that the implementation of environmentally friendly marketing strategies, high purchase intention, and consumer trust in green brands play an important role in driving purchasing decisions. This study is expected to be a reference for companies in designing sustainable marketing strategies to improve consumer purchasing decisions.
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