Peran Green Promotion Dan Ecolabel Terhadap Keputusan Beli Melalui Brand Image Sebagai Mediasi (Studi Pada Konsumen Aqua Botol)

Abstract

Zero waste adalah gerakan konservasi alam dengan mengurangi penggunaan barang sekali pakai, menggunakan kembali barang yang masih layak serta mendaur ulang barang lama menjadi baru. Praktik zero waste semakin gencar dilakukan pada masa pandemi, dimana tingkat kesadaran akan pelestarian lingkungan semakin meningkat. Salah satu pihak yang menjalankan zero waste adalah Danone yang bergerak dibidang Air Minum Dalam Kemasan (AMDK). Penelitian ini berfokus pada peran ecolabel, green promotion dan brand image terhadap keputusan beli produk Aqua. Metode penelitian yang diterapkan adalah kuantitatif dengan pendekatan kuesioner. kuesioner disebarkan kepada 100 responden yang pernah mengonsumsi Aqua dan yang memiliki pengetahuan dan sadar ecolabel. Hasil penelitian menunjukan ecolabel berpengaruh terhadap brand image, green promotion berpengaruh terhadap brand image, brand image berpengaruh terhadap keputusan beli, ecolabel tidak berpengaruh terhadap keputusan beli, green promotion tidak berpengaruh terhadap keputusan beli, brand image memediasi ecolabel dengan keputusan beli dan brand image memediasi green promotion dengan keputusan beli. Zero waste is a nature conservation movement by reducing the use of single-use items, reusing items that are still viable and recycling old items into new ones. Zero waste practices are increasingly being implemented during the pandemic, where the level of awareness of environmental conservation is increasing. One of the parties implementing zero waste is Danone which operates in the Bottled Drinking Water (AMDK) sector. This research focuses on the role of ecolabels, green promotion and brand image in purchasing decisions for Aqua products. The research method applied is quantitative with a questionnaire approach. Questionnaires were distributed to 100 respondents who had consumed Aqua and who had knowledge and were aware of the ecolabel. The research results show that ecolabel has an effect on brand image, green promotion has an effect on brand image, brand image has an effect on purchasing decisions, ecolabel has no effect on purchasing decisions, green promotion has no effect on purchasing decisions, brand image mediates ecolabel with purchasing decisions and brand image mediates green promotion with purchasing decisions.