PERAN BRAND IMAGE DAN BRAND TRUST SEBAGAI MEDIATOR DALAM HUBUNGAN SUSTAINABLE MARKETING TERHADAP SUSTAINABLE PURCHASING: STUDI PADA KONSUMEN BODY SHOP MALANG

Marli Marli

doi:10.31539/zy2d0947

Authors

Marli Marli Sekolah Tinggi Ilmu Ekonomi Malangkucecwara Malang

DOI:

https://doi.org/10.31539/zy2d0947

Keywords:

Brand Image, Brand Trust, Sustainable Marketing, Sustainable Purchasing

Abstract

Penelitian ini menganalisis peran mediasi citra merek dan kepercayaan merek dalam hubungan antara pemasaran berkelanjutan dan niat pembelian berkelanjutan dengan mengambil The Body Shop sebagai studi kasus. Populasi penelitian adalah konsumen The Body Shop dan responden yang dipilih secara purposive sampling. Data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antar variabel dan efektivitas mediasi. Hasil penelitian mengungkapkan bahwa kepercayaan merek berperan sebagai mediator yang signifikan dalam mendorong konsumen melakukan pembelian berkelanjutan, sementara citra merek tidak menunjukkan peran mediasi yang signifikan. Temuan ini menegaskan bahwa strategi pemasaran yang fokus pada pembangunan kepercayaan melalui praktik berkelanjutan lebih efektif dibandingkan hanya membangun citra merek. Oleh sebab itu, penting bagi perusahaan untuk mengutamakan komunikasi yang transparan dan autentik mengenai inisiatif keberlanjutan guna meningkatkan kepercayaan konsumen dan mendorong perilaku pembelian yang bertanggung jawab.

Keyword : Brand Image, Brand Trust, Sustainable Marketing, Sustainable Purchasing

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