Pengaruh Green Marketing dan Brand Image terhadap Minat Beli (Studi pada Konsumen The Body Shop di Kota Medan)

Abstract

The global cosmetics industry is currently experiencing rapid growth, along with increasing consumer awareness of environmental issues and demand for environmentally friendly products. The Body Shop, as one of the leading cosmetic brands with a strong commitment to sustainability, has become a major player in this industry. The Body Shop's products are known for combining high quality with sustainability principles, making them a top choice for consumers who care about the environment. This study aims to determine the effect of green marketing and brand image on purchase intention. The effect of green marketing and brand image will be analyzed partially and simultaneously on purchase intention. The form of research used is quantitative with an associative approach. The population in this study were all users of The Body Shop makeup and skincare products in the Medan City area, with a sample of 100 respondents, with sampling techniques using purposive sampling. Primary data was obtained by giving questionnaires directly or indirectly and secondary data was obtained through literature studies. The analysis method used is validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test and determination test and processed through SPSS software. The results of this study indicate that green marketing has a significant positive effect on buying interest using the obtained tcount value of 5,214> 1.984 with a significance level of 0.000 <0.05 and has a positive regression coefficient value of 0.691. Meanwhile, it is known that the brand image variable does not have a significant effect on purchase intention and has a positive regression coefficient value of 0.114. In simultaneous testing, green marketing and brand image have a simultaneous effect with the level of influence through the adjusted R square value of 33% in influencing the purchase intention variable while the remaining 67% is influenced by other variables not discussed in this study.