Minat Beli Yang Dipengaruhi Green Product Dan Green Promotion Dengan Mediasi Brand Trust di UMKM Dupa Yulia Agni

I Ketut Wahyu Lesmana, I Gusti Ngurah Oka Ariwangsa, I Nengah Wirsa, I Gusti Ayu Tirtayani

Sari


This study aims to analyze the effect of green product and green promotion on purchase intention with brand trust as a mediating variable in Dupa Yulia Agni products in Bali Province. This research employs a quantitative approach using a survey method. The sample consists of 140 respondents who have purchased and used Dupa Yulia Agni products, selected through purposive sampling. Data were collected using questionnaires and analyzed using SmartPLS. The results indicate that green product and green promotion have a positive and significant effect on purchase intention. Furthermore, both green product and green promotion positively and significantly influence brand trust. Brand trust has a positive effect on purchase intention and significantly mediates the relationship between green product, green promotion, and purchase intention. These findings confirm that effective green marketing strategies supported by strong brand trust can enhance consumers’ purchase intention toward environmentally friendly products. This study provides practical implications for MSMEs in developing sustainable green marketing strategies that strengthen consumer trust.

Keywords: green product, green promotion, brand trust, purchase intention

 

Penelitian ini bertujuan untuk menganalisis pengaruh green product dan green promotion terhadap minat beli dengan brand trust sebagai variabel mediasi pada produk Dupa Yulia Agni di Provinsi Bali. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 140 responden yang merupakan konsumen yang pernah membeli dan menggunakan produk Dupa Yulia Agni, ditentukan melalui teknik purposive sampling. Pengumpulan data dilakukan menggunakan kuesioner, sedangkan analisis data menggunakan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa green product dan green promotion berpengaruh positif dan signifikan terhadap minat beli. Selain itu, green product dan green promotion juga berpengaruh positif dan signifikan terhadap brand trust. Brand trust terbukti berpengaruh positif terhadap minat beli serta mampu memediasi pengaruh green product dan green promotion terhadap minat beli. Temuan ini menegaskan bahwa penerapan strategi pemasaran hijau yang didukung oleh kepercayaan merek mampu meningkatkan minat beli konsumen terhadap produk ramah lingkungan. Penelitian ini memberikan implikasi praktis bagi UMKM dalam merancang strategi green marketing yang berorientasi pada keberlanjutan dan kepercayaan konsumen.

Kata kunci: green product, green promotion, brand trust, minat beli


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Referensi


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DOI: https://doi.org/10.37531/yume.v9i1.10898

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