THE EFFECT OF GREEN MARKETING, BRAND IMAGE, AND E-WOM ON PURCHASING DECISIONS FOR THE BODY SHOP INDONESIA PRODUCTS
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Nengliya Agustin(1)
Department of Management, Faculty of Economics and Business, University of Swadaya Gunung Jati
-
Fairuzzia Azzahra(2*)
Department of Management, Faculty of Economics and Business, University of Swadaya Gunung Jati
-
Lis Tatin Hernidatiatin(3)
Department of Management, Faculty of Economics and Business, University of Swadaya Gunung Jati
(*) Corresponding Author
Keywords:
Green Marketing, Brand Image, e-WOM, Purchasing Decision
Abstract
This study aims to determine the effect of green marketing, brand image, and e-WOM on purchasing decisions for The Body Shop Indonesia products. The sampling method was purposive; the questionnaire was distributed to 109 respondents. Data analysis using Smart Partial Least square (SmartPLS), by testing the outer model, and inner model. The results showed that green marketing variables had a positive but insignificant effect on purchasing decision variables, while brand image and e-WOM variables had a positive and significant effect on purchasing decision variables. The e-wom variable has the greatest effect on the purchasing decision variable.
Keywords: Green Marketing; Brand Image; e-WOM; Purchasing Decision
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References
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Sheykhan, S., Boozary, P., Ghorbantanhaei, H., Behzadi, S., Rahmani, F., & Rabiee, M. (2024). Creating A Fuzzy DEMATEL-ISM-MICMAC -Fuzzy BWM Model For The Organization’s Sustainable Competitive Advantage, Incorporating Green Marketing, Social Responsibility, Brand Equity And Green Brand Image. Sustainable Futures, 8(March), 100280. Https://Doi.Org/10.1016/J.Sftr.2024.100280
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Tasriastuti, N. A., Harminingtyas, R., & Widowati, M. (2024). The Influence Of Price, Electronic Word Of Mouth (E-Wom), And Brand Image On Purchasing Decisions In Shopee E-Commerce Platform. Fokus Ekonomi : Jurnal Ilmiah Ekonomi, 19(1), 111–118. Https://Doi.Org/10.34152/Fe.19.1.111-118
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Https://Global.Thebodyshop.Com/En-Au/About-Us/Brand-Values/Sustainability/Sustainability-Commitments/A/A00063
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Https://Www.Thebodyshop.Co.Id/Blog/Bring-Back-Our-Bottles
The Body Shop. (2023). Vegan Beauty. Https://Global.Thebodyshop.Com/En-Au/About-Us/Brand-Values/Vegetarian-And-Vegan/A/A00014
Tian, J., & Lee, Y. (2020). The Influence Of Green Marketing Strategies Of Chinese Fashion Companies On Brand Image And Purchase Intention Of Consumers Based On Green Attitudes. Asia-Pacific Journal Of Convergent Research Interchange, 6(10), 97–107. Https://Doi.Org/10.47116/Apjcri.2020.10.08
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Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring The Effect Of Starbucks’ Green Marketing On Consumers’ Purchase Decisions From Consumers’ Perspective. Journal Of Retailing And Consumer Services, 56(May), 102162. Https://Doi.Org/10.1016/J.Jretconser.2020.102162
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Aulia, H., Praliana, M. G. T., & Maulana, Y. (2024). The Effect Of E-WOM (Electronic - Word Of Mouth) Lifestyle On Purchasing Decisions With Brand Image As A Mediating Variable. Asian Journal Of Engineering, Social And Health, 3(4), 822–836. Https://Doi.Org/10.46799/Ajesh.V3i4.301
BPS, J. B. (2023). Statistik Daerah Provinsi Jawa Barat 2023. BPS Provinsi Jawa Barat. Https://Jabar.Bps.Go.Id/Id/Publication/2023/09/26/Ba548c1eb29ed329e54cc04d/Regional-Statistics-Of-Jawa-Barat-Province-2023.Html
Dewi, M. M., & Rohana, T. (2023). Pengaruh Brand Image Terhadap Keputusan Pembelian Smartphone Oppo. Insight Management Journal, 3(2), 193–199. Https://Doi.Org/10.47065/Imj.V3i2.231
Elsa, R. Y. K. F. (2022). Journal Of Islamic Economics And Finance Studies-Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Kosmetik Halal Di Shopee. 3(1), 55–69.
Https://Ejournal.Upnvj.Ac.Id/Jiefes/Article/View/4293%0afadilah, N. (2020). Pengertian , Konsep , Dan Strategi Pemasaran Syari ’ Ah. 1(2).
Fernanda, R., Sudirman, R., & Purnomo, T. (2023). Pengaruh Green Marketing, Green Trush Dan Green Brand Image Terhadap Keputusan Pembelian Produk Tupperware. Dinamika: Jurnal Manajemen Sosial Ekonomi, 3(1), 41–51.
Herawati, H., & Putra, A. S. (2023). Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Azarine Cosmetic. Journal On Education, 5(2), 4170–4178. Https://Doi.Org/10.31004/Joe.V5i2.1115
Idris, M. (2024, March). Bos The Body Shop Indonesia Buka Suara Soal Nasib Bisnisnya. Kompas Money. Https://Money.Kompas.Com/Read/2024/03/16/141405526/Bos-The-Body-Shop-Indonesia-Buka-Suara-Soal-Nasib-Bisnisnya#Google_Vignette
Isnawati, Y., Ismail, Y. L., & Juanna, A. (2022). Analisis Green Product Features Di The Body Shop Citimall Gorontalo. Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 230–237.
Kewo, S. T., & Ady, S. U. (2024). The Influence Of Green Marketing And Brand Image On Interest In Buying Aqua Packaged Drinking Water. 3(2), 161–169.
Khotimah, K., & Arifin, A. L. (2021). Pengaruh Green Marketing Dan Citra Merek Terhadap Keputusan Pembelian (Studi Kasus Konsumen Toko Tupperware Tanjung Priok). Jurnal Inovasi Penelitian, 1(8), 1747–174.
Kiftiah, T., Tarigan, E. D. S. T., Sahir, S. H., & Siregar, D. (2022). Pengaruh Green Marketing Dan Brand Image Terhadap Keputusan Pembelian (Tupperware Di Jalan Setia Budi). Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 3(2), 203–217. Https://Doi.Org/10.31289/Jimbi.V3i2.1283
Lin, F., & Aremu, A. Y. (2024). Green Brand Image Affects Consumer Purchase Intention In China. International Journal Of Teaching, Learning And Education, 3(5), 1–17. Https://Doi.Org/10.22161/Ijtle.3.5.1
Listiana, E., & Fakhri, M. F. (2020). Kesadaran Lingkungan, Green Marketing Dan Citra Merek Serta Dampaknya Pada Pembelian Mobil LCGC (Studi Empiris Pembelian Mobil LCGC Di Kota Pontianak. Proceeding Strategi Pemulihan Bisnis UMKM Masa Adaptasi Kebiasaan Baru, 59, 45–54.
Lueng, E. (2019). Top Trends Shaping APAC’s Skin Care Industry. Euromonitor International. Https://Www.Euromonitor.Com/Article/Top-Trends-Shaping-Apacs-Skin-Care-Industry
Majdina, N. I., Pratikno, B., & Tripena, A. (2024). Penentuan Ukuran Sampel Menggunakan Rumus Bernoulli Dan Slovin: Konsep Dan Aplikasinya. Jurnal Ilmiah Matematika Dan Pendidikan Matematika, 16(1), 73.
Https://Doi.Org/10.20884/1.Jmp.2024.16.1.11230
Mumpun, W. P., Ngatno, & Widiartanto. (2023). Pengaruh Green Product Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Melalui Brand Image Sebagai Variabel Intervening (Studi Pada Generasi Z Konsumen Skincare Garnier Di Kota Semarang). Jurrnal Ilmu Administrasi Bisnis, 12(3), 758–769.
Nandy. (2025). Pengertian Green Marketing: Tujuan, Komponen, Manfaat & Contoh Penerapan. Gramedia. Https://Www.Gramedia.Com/Literasi/Pengertian-Green-Marketing/#Google_Vignette
Pasla, B. N. (2023). Green Marketing: Tujuan, Tantangan, Strategi, Dan Contoh. BAMS. Https://Pasla.Jambiprov.Go.Id/Green-Marketing-Tujuan-Tantangan-Strategi-Dan-Contoh/#Toko_Hijau_Green_Store_–_The_Body_Shop_Indonesia
Permana, A. (2024). Sudah Tahukah Tren Kendaraan Listrik Di Kalangan Gen Z Jawa Barat Yang Ramah Lingkungan? Nertal News. Https://Www.Netralnews.Com/Sudah-Tahukah-Tren-Kendaraan-Listrik-Di-Kalangan-Gen-Z-Jawa-Barat-Yang-Ramah-Lingkungan/V1ftahfjcdruwnmvvnzhexq0vdfsut09
Pramananda, N., & Idawati, I. A. A. (2023). The Role Of Brand Image In Mediating The Influence Of Green Marketing On The Decision To Purchase Galloon Packaged Mineral Water From The Aqua Brand. International Journal Of Environmental, Sustainability, And Social Science, 4(6), 1684–1689.
Https://Doi.Org/10.38142/Ijesss.V4i6.894
Prambadi, G. A. (2021, August). Survei: Masyarakat Rela Bayar Lebih Untuk Produk Lestari. Republik. Https://News.Republika.Co.Id/Berita/Qyde90456/Survei-Masyarakat-Rela-Bayar-Lebih-Untuk-Produk-Lestari
Research, G. V. (2024). Natural Cosmetics Market Size, Share & Trends Analysis Report By Product (Color Cosmetics), By Price Range (Low, Medium, High), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2024 - 2030. Grand View Research. Https://Www.Grandviewresearch.Com/Industry-Analysis/Natural-Cosmetics-Market
Rizka, P. F., Satria, R., & Muzdalifah, L. (2022). Keputusan Pembelian Di Business Center Alamanda Delta Surya. Jurnal Mahasiswa: Jurnal Ilmiah Penalaran Dan Penelitian Mahasiswa, 4(4), 452–461.
Romadhona, S. (2024). Kenali Green Marketing, Strategi Pemasaran Yang Diminati Gen Z. Umsida. Https://Umsida.Ac.Id/Kenali-Green-Marketing-Strategi-Yang-Diminati-Gen-Z/
Saputra, G. G. (2021). Pengaruh Content Marketing Dan E-Wom Pada Media Sosial Tiktok Terhadap Keputusan Pembelian Generasi Z The Influence Of Content Marketing And E-Wom On Tiktok Social Media Toward Generation Z Purchasing Decisions. 17(3), 505–512.
Saputra, S., & Asfar, A. H. (2024). Pengaruh Green Marketing, Sosial Media Marketing Dan Brand Image Terhadap Keputusan Pembelian Motor Honda Matic Di Astra Motor Cabang Cilegon. Bina Bangsa Ekonomika, 17(1), 900–909.
Savitri, M. H., Suhariyono, & Kusumawati, A. (2016). Keputuasan Pembelian Dan Kepuasan Konsumen ( Survei Pada Konsumen Tupperware Di Distributor Resmi PT Adicitra Prima Kencana Malang ). Jurnal Administrasi Bisnis, 40(2), 7–16.
Setiagraha, D., Junianto, M., & Muharramah, U. (2023). Pengaruh Green Marketing Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian Di Minimarket Alfamart Kota Palembang. Journal Of Management, Entrepreneur And Cooperative, 2(2), 82–91. Https://Doi.Org/10.56869/Jmec.V2i2.509
Setiawan, C. K., Yanthy, S., Mahasiswa, Y., Dosen, D., & Unsurya, M. (2020). THE BODY SHOP INDONESIA (Studi Kasus Pada Followers Account Twitter @Thebodyshopindo). Jurnal Ilmiah M-Progress, 10(1), 1–9.
Sheykhan, S., Boozary, P., Ghorbantanhaei, H., Behzadi, S., Rahmani, F., & Rabiee, M. (2024). Creating A Fuzzy DEMATEL-ISM-MICMAC -Fuzzy BWM Model For The Organization’s Sustainable Competitive Advantage, Incorporating Green Marketing, Social Responsibility, Brand Equity And Green Brand Image. Sustainable Futures, 8(March), 100280. Https://Doi.Org/10.1016/J.Sftr.2024.100280
Staff, E. (2024). The Body Shop PR And Digital Marketing: Real-Life Programs And Strategies. Everything PR News. Https://Everything-Pr.Com/The-Body-Shop-Pr-And-Digital-Marketing-Real-Life-Programs-And-Strategies/#:~:Text=Strategy%3A The Body Shop Uses Email Marketing To Send Personalized,And Events Through Email Campaigns.
Stephani, S. B., & Nashar, M. (2020). Pengaruh Harga, Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Produk Online Jakmall Suzan. Jurnal Ilmiah Manajemen Bisnis, 6(1), 125–144.
Tasriastuti, N. A., Harminingtyas, R., & Widowati, M. (2024). The Influence Of Price, Electronic Word Of Mouth (E-Wom), And Brand Image On Purchasing Decisions In Shopee E-Commerce Platform. Fokus Ekonomi : Jurnal Ilmiah Ekonomi, 19(1), 111–118. Https://Doi.Org/10.34152/Fe.19.1.111-118
The Body Shop. (2020). Our Sustainability Commitments.
Https://Global.Thebodyshop.Com/En-Au/About-Us/Brand-Values/Sustainability/Sustainability-Commitments/A/A00063
The Body Shop. (2021). Bring Back Our Bottles.
Https://Www.Thebodyshop.Co.Id/Blog/Bring-Back-Our-Bottles
The Body Shop. (2023). Vegan Beauty. Https://Global.Thebodyshop.Com/En-Au/About-Us/Brand-Values/Vegetarian-And-Vegan/A/A00014
Tian, J., & Lee, Y. (2020). The Influence Of Green Marketing Strategies Of Chinese Fashion Companies On Brand Image And Purchase Intention Of Consumers Based On Green Attitudes. Asia-Pacific Journal Of Convergent Research Interchange, 6(10), 97–107. Https://Doi.Org/10.47116/Apjcri.2020.10.08
Tria, E. D., & Syah, T. A. (2021). Analisis Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Minat Beli Pada Pelanggan Rita Pasaraya Cilacap. Citizen : Jurnal Ilmiah Multidisiplin Indonesia, 1(2), 84–94. Https://Doi.Org/10.53866/Jimi.V1i2.8
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Published
2025-03-30
How to Cite
Agustin, N., Azzahra, F., & Hernidatiatin, L. (2025). THE EFFECT OF GREEN MARKETING, BRAND IMAGE, AND E-WOM ON PURCHASING DECISIONS FOR THE BODY SHOP INDONESIA PRODUCTS. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 773-790. https://doi.org/10.35508/jom.v18i1.21003
Section
Articles
