Pengaruh Green Marketing dan Green Behavior terhadap Keputusan Pembelian Produk Mustika Ratu dengan Green Product sebagai Variabel Moderasi

Abstract

This study investigates the influence of Green Marketing and Green Behavior on purchasing decisions for Mustika Ratu products and examines the role of Green Product as a moderating variable in these relationships. A quantitative approach was applied, involving 96 respondents selected through purposive sampling, with the sample size determined using the Cochran formula. Data collection was conducted using structured questionnaires, and the data were analyzed using multiple statistical techniques, including t-tests, F-tests, coefficient of determination (R²), and Moderated Regression Analysis (MRA). The results reveal that both Green Marketing and Green Behavior have a positive and significant impact on consumer purchasing decisions. However, Green Product does not significantly moderate the relationship between the independent variables and the dependent variable. These findings suggest that environmentally conscious marketing strategies and consumer behaviors directly influence purchasing decisions, even without significant enhancement from green product attributes. Practically, this emphasizes the need for companies to build stronger green engagement and transparent sustainability communication. Theoretically, the study contributes to the development of models in green consumer behavior and sustainable branding.