Pengaruh Green Product, Green Advertising, dan Green Perceived Value terhadap Purchase Decision Produk Skincare From This Island

Abstract

Perubahan iklim dan meningkatnya permasalahan lingkungan mendorong konsumen untuk mempertimbangkan aspek keberlanjutan dalam keputusan pembelian. Kondisi ini mendorong perusahaan, termasuk industri skincare, menerapkan strategi yang mengutamakan aspek berkelanjutan melalui green product, green advertising, dan green perceived value. Penelitian ini bertujuan menganalisis pengaruh green product, green advertising, dan green perceived value terhadap purchase decision produk skincare From This Island. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 190 responden yang dipilih melalui purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4.1. Hasil penelitian menunjukkan bahwa green product, green advertising, dan green perceived value berpengaruh positif dan signifikan terhadap purchase decision. Temuan ini menunjukkan pentingnya integrasi atribut produk, komunikasi pemasaran, dan nilai keberlanjutan dalam mendorong keputusan pembelian konsumen.

Climate change and growing environmental concerns have encouraged consumers to consider sustainability aspects in their purchasing decisions. This condition has encouraged companies, including those in the skincare industry, to adopt strategies that emphasize sustainability through green products, green advertising, and green perceived value. This study aims to analyze the effects of green product, green advertising, and green perceived value on the purchase decision of From This Island skincare products. A quantitative approach was employed using a survey of 190 respondents selected through purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.1. The results show that green product, green advertising, and green perceived value have positive and significant effects on purchase decision. These findings highlight the importance of integrating product attributes, marketing communication, and sustainability value in encouraging consumers’ purchase decisions.