Hubungan Green Marketing Dan Product Quality Terhadap Purchase Decision Dengan Brand Image Sebagai Variabel Mediasi Pada Produk Es Krim Mixue Medan

Nel Arianty

doi:10.47709/jebma.v5i3.7143

Authors

Nel Arianty Universitas Muhammadiyah Sumatera Utara

DOI:

https://doi.org/10.47709/jebma.v5i3.7143

Abstract

Green marketing merupakan sebuah strategi pemasaran yang berorientasi pada kepedulian lingkungan. Product quality menggambarkan mutu produk Mixue, meliputi cita rasa dan kebersihannya. Sementara itu, brand image adalah gambaran merek Mixue di benak para konsumen, dan purchase decision merupakan keputusan yang diambil konsumen dalam membeli produk Mixue Krakatau. Penelitian ini bertujuan untuk mengevaluasi beberapa aspek, yaitu hubungan green marketing, product quality, dan brand image terhadap purchase decision, hubungan green marketing dan product quality terhadap brand image, serta hubungan green marketing dan product quality terhadap purchase decision dengan peran mediasi brand image. Jenis penelitian yang digunakan adalah penelitian asosiatif, dengan jumlah sampel sebanyak 96 responden yang merupakan pelanggan gerai Mixue Medan, cabang Krakatau. Teknik pengumpulan data dilakukan menggunakan daftar pernyataan berupa kuesioner, sedangkan teknik analisis data yang dipakai adalah Path Analysis. Selain itu, untuk menguji tujuh hipotesis yang dirumuskan dalam penelitian ini, digunakan aplikasi Partial Least Square (SmartPLS). Hasil penelitian memperlihatkan bahwa hubungan green marketing (P-Values 0,000 < 0,05), product quality (P- Values 0,000 < 0,05), dan brand image (P-Values 0,002 < 0,05) terhadap purchase decision bersifat positif dan signifikan. Selanjutnya, hubungan green marketing (P-Values 0,000 < 0,05) dan product quality (PValues 0,014 < 0,05) terhadap brand image juga menunjukkan hasil yang positif dan signifikan. Demikian pula, hubungan green marketing (P-Values 0,004

< 0,05) dan product quality (P-Values 0,043 < 0,05) terhadap purchase decision melalui brand image ditemukan bersifat positif dan signifikan.

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