Pengaruh Green Marketing Communication terhadap Brand Trust Produk Kecantikan The Body Shop melalui Brand Authenticity
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis Pengaruh Green Marketing Communication terhadap Brand Trust Produk Kecantikan The Body Shop melalui Brand Authenticity. Penelitian ini dilatar belakangi banyaknya dampak dan isu terkait lingkungan dan pentingnya pemasaran hijau dalam membangun hubungan psikologis antara merek dan konsumen. Teori yang digunakan adalah Teori Stimulus-organism-response. Metode penelitian yang digunakan adalah metode kuantitatif. Pengambilan sampel menggunakan non-probability sampling dengan teknik purposive sampling. Data dikumpulkan menggunakan kusioner atau angket yang disebarkan melalui Gform kepada 400 responden. Teknik analisis data menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS). Tahap analisis uji meliputi validitas, reliabilitas, r-square, effect size, Q-square, goodness of fit dan uji Hipotesis. Hasil penelitian menunjukkan bahwa pertama, Green marketing communication berpengaruh positif dan signifikan terhadap brand trust pada produk kecantikan the body shop, kedua green marketing communication berpengaruh positif dan signifikan terhadap brand authenticity produk kecantikan the body shop, ketiga, brand authenticity berpengaruh positif dan signifikan terhadap brand trust pada produk kecantikan the body shop dan brand authenticity secara signifikan memediasi pengaruh Green marketing communication terhadap brand trust pada produk kecsntikan the body shop. Hasil ini menunjukkan bahwa komunikasi pemasaran hijau tidak secara langsung menciptakan kepercayaan merek, tetapi terlebih dahulu membangun persepsi konsumen tentang kepercayaan merek. Oleh karena itu, strategi komunikasi pemasaran hijau yang konsisten, transparan, dan kredibel merupakan kunci untuk meningkatkan kepercayaan konsumen terhadap suatu merek.
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