Wally, Laura Faradina (2026) Pengaruh Green Marketing dan Brand Image Terhadap Purchase Decision dengan Brand Trust sebagai Variabel Intervening pada Konsumen Avoskin Beauty Di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to examine and analyze the effect of green marketing and brand image on purchase decision with brand trust as an intervening variable among Avoskin Beauty consumers in Surabaya. This research adopts a causal associative quantitative approach, with data collected through questionnaires distributed to 150 respondents using purposive sampling. Data were analyzed using path analysis with the aid of SPSS 26. The results indicate that green marketing has a positive and significant effect on brand trust (β = 0.289; t = 4.029) and purchase decision (β = 0.304; t = 4.252); brand image has a positive and significant effect on brand trust (β = 0.508; t = 5.690) and purchase decision (β = 0.558; t = 5.990); and brand trust has a positive and significant effect on purchase decision (β = 0.203; t = 2.611). The Sobel test confirms that brand trust partially mediates the effect of green marketing (indirect coefficient = 0.058; t = 2.138) and brand image (indirect coefficient = 0.103; t = 2.335) on purchase decision, with R² = 0.591.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Laura Faradina Wally | ||||||||
| Date Deposited: | 13 May 2026 07:31 | ||||||||
| Last Modified: | 13 May 2026 08:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51604 |
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