Pengaruh Green Brand Image terhadap Purchasing Decision dengan Green Satisfaction dan Green Trust sebagai Variabel Interverning

Kusuma Ningrum; Syariefful Ikhwan; Slamet Bambang Riono; Hendri Sucipto; Roby Setiadi

doi:10.59024/jumek.v4i1.736

Authors

Kusuma Ningrum Universitas Muhadi Setiabudi
Syariefful Ikhwan Universitas Muhadi Setiabudi
Slamet Bambang Riono Universitas Muhadi Setiabudi
Hendri Sucipto Universitas Muhadi Setiabudi
Roby Setiadi Universitas Muhadi Setiabudi

DOI:

https://doi.org/10.59024/jumek.v4i1.736

Keywords:

Adidas Products, Green Brand Image, Green Satisfaction, Green Trust, Purchasing Decision

Abstract

This study aims to analyze the effect of green brand image on purchasing decisions for Adidas products, with green satisfaction and green trust as mediating variables. Using a quantitative approach, data were collected from 100 students of Universitas Muhadi Setiabudi who are Adidas customers through questionnaires. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The results indicate that green brand image has a positive and significant effect on green satisfaction (path coefficient = 0.907, p = 0.000) and green trust (path coefficient = 0.845, p = 0.000). Green satisfaction also has a positive and significant effect on purchasing decisions (path coefficient = 0.560, p = 0.000). However, the direct effects of green brand image on purchasing decisions (path coefficient = 0.240, p = 0.118) and green trust on purchasing decisions (path coefficient = 0.134, p = 0.375) are not significant. Furthermore, green satisfaction significantly mediates the effect of green brand image on purchasing decisions (indirect path coefficient = 0.508, p = 0.000), while green trust does not have a significant mediating role (indirect path coefficient = 0.113, p = 0.379). This study highlights the importance of green satisfaction as a key mediator in translating green brand image into purchasing decisions.

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