Published: 2023-04-01

Pengaruh Green Marketing Terhadap Minat Pembelian Ms Glow For Men di Surakarta Dengan Ewom Sebagai Variabel Mediasi

DOI: 10.35870/jemsi.v9i2.1063

Fikri Haikal Ramadhani Mubarok, Muhammad Sholahuddin
  • Fikri Haikal Ramadhani Mubarok: Universitas Muhammadiyah Surakarta
  • Muhammad Sholahuddin : Universitas Muhammadiyah Surakarta
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Abstract

MS Glow for Men hadir sebagai salah satu brand perawatan kulit bagi pria. Ms Glow yaitu produk skincare dan kosmetik, produk lokal ini banyak diminati oleh semua kalangan, karena Ms Glow juga sudah memiliki izin BPOM dan juga bersertifikat halal. Kebaruan pada  penelitian ini yaitu membahas secara langsung hubungan ketiga variabel tersebut, terlebih hubungan antara Green Marketing terhadap Minat Pembelian yang dimediasi oleh eWOM. Metode penelitian pada penelitian ini yaitu kuantitatif, data dalam penelitian ini diperoleh langsung dari responden. Teknik pengambilan sampel dalam penelitian ini menggunakan metode non probability sampling dengan Accidental sampling. Sample dalam penelitian ini berjumlah 100 responden. Pengolahan data pada penelitian ini menggunakan Software smartPLS SEM. Hasil penelitian menunjukkan pengaruh positif dan signifikan Green marketing terhadap minat pembelian Ms Glow For Men di Surakarta dengan Ewom sebagai variable mediasi. Artikel ini berpotensi memberikan kontribusi penting pada pengembangan subsektor Skincare di Indonesia dengan menyajikan informasi baru dan relevan.

Keywords

Green Marketing; Minat Beli; Ms Glow For Men; Word Of Mouth

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Fikri Haikal Ramadhani Mubarok, & Muhammad Sholahuddin. (2023). Pengaruh Green Marketing Terhadap Minat Pembelian Ms Glow For Men di Surakarta Dengan Ewom Sebagai Variabel Mediasi. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(2), 461-472. https://doi.org/10.35870/jemsi.v9i2.1063
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 2 (2023)

  • Section: Articles

  • Published: 2023-04-01

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