The Effect of Green Trust, Brand Image and Product Knowledge on Purchase Decision with Green Price as Moderating Variable (Study of The Body Shop consumers in Indonesia)

Authors

  • Meliyana Rizki Prabaningrum University of Jenderal Soedirman, Purwokerto, Indonesia
  • Pramono Hari Adi University of Jenderal Soedirman, Purwokerto, Indonesia
  • Weni Novandari University of Jenderal Soedirman, Purwokerto, Indonesia
  • Monica Rosiana University of Jenderal Soedirman, Purwokerto, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v7i1.6211

Keywords:

Green Trust, Brand Image, Product Knowledge, Green Price, Purchase Decision

Abstract

This research is a type of quantitative research on The Body Shop. This study takes the title "The Influence of Green Trust, Brand Image and Product Knowledge on Purchasing Decisions with Green Price as a Moderating Variable" (Case study of The Body Shop consumers) The purpose of this study is to analyze the influence of green trust variables, brand image and product knowledge on purchasing decisions with green price as a moderating variable. The population used in this study were all consumers of The Body Shop products. For data analysis using validity and reliability tests, descriptive tests, classical assumption tests, hypothesis tests. Determination of the sample used purposive sampling. The sample in this study was 120 respondents. The results of the study show that the variables of green trust, brand image and product knowledge have a positive effect on purchasing decisions, while the green price variable moderates brand image and product knowledge on purchasing decisions. The implication of this study is that The Body Shop managers continue to increase green trust in their products through campaigns, empty bottle recycling programs, the use of paper bags. Managers can increase green trust in the minds of consumers by always providing good quality, having stable management and displaying positive and environmentally friendly campaigns so that The Body brand image is always good in the eyes of consumers. In addition, further information about The Body Shop products should be published regularly via the website or advertisements so that more people know about The Body Shop products.

References

Albar Gunarso, A. K. (2017). Pengaruh green advertising, eco brand dan green trust terhadap keputusan pembelian (Survei Pada Konsumen Lampu Philips LED Di RW 12 Kelurahan Merjosari Kecamatan Lowokwaru, Kota Malang). Jurnal Administrasi Bisnis (JAB), 1-10. Angeline, M. E. (2015). Hubungan green marketing terhadap pilhan konsumen (Studi Kasus Pada The Body Shop Manado). 1-25.

Biel, D. A. (2010). Dimension of Brand Personality. Journal of Marketing Research, 34(3), 347- 356.

Brand Kosmetik Vegan. (2020). Retrieved from Price Price: https://id.priceprice.com/kecantikan/news/Brand-Kosmetik-Vegan-9369/

C, C. (2011). The Influence of Corporate Environmental Ethics on Competitive Advantage: The Mediation Role of Green Innovation. Journal of Business Ethics, 104, 361-370.

Coddington, W. (3 September 2010). How to Green Up your Marketing Mix. Advertising Age. Vol No 61, pp 30.

Desriani Makatumpias, S. M. (2018). The effect of green product and brand image on the purchase decision of Oriflame products in Manado. Jurnal EMBA, 1-10.

Fidia Tridiwianti, H. (2021). Pengaruh green product awareness dan pengetahuan produk terhadap keputusan pembelian produk green body care. Jurnal Pendidikan Tata Niaga (JPTN), Vol 9 No 1, 1-7 .

Gadau, M. (2016). Pengaruh Citra Merek (Brand Image) terhadap Loyalitas Konsumen (Studi kasus pada produk Body Mist The Body Shop di Ambarukmo Plaza). Fakultas Ekonomi - Manajemen Universitas Sanata Dharma Yogyakarta.

Ghozali, I. (2013). Aplikasi analisis multivariate dengan program IBM SPSS 20. Semarang: Badan Penerbit Universitas Diponegoro.

Ginting, O. H. (2016). Pengaruh green advertising, eco brand dan green trust terhadap keputusan pembelian Pertamax di Kota Medan.

Gujarati, D. (2003). Basic Econometrics.,Boston. McGraw Hill International.

Haryadi, R. (2009). Pengaruh Strategi Green Marketing Terhadap Pilihan Konsumen Melalui Pendekatan Marketing Mix (Studi Kasus The Body Shop). Masters thesis, Program Pasca Sarjana Universitas Diponegoro.

Hasib Aditya Pratama, R. P. (2019). Pengaruh greenwashing perception dan green satisfaction terhadap green trust dan green-word-of-mouth (Studi pada mobil konsumen LCGC). 1-17.

I Gusti Ayu Tara Diani Sawitri, G. B. (2019). Pengaruh green marketing dan brand image terhadap loyalitas pelanggan. E-Jurnal Manajemen, Vol 8 No 8, 1 - 18.

Indah Putri Marliani, A. (2019). Pengaruh brand image dan kualitas produk terhadap loyalitas pelanggan produk The Body Shop (Studi kasus pelanggan The Body Shop Kota Semarang). Jurnal Universitas Diponegoro, 1 -8.

Intan Frida Syahrazad, F. H. (April 2019). The influence of brand image on the decision of purchasing The Body Shop Products(case study of Telkom University's student) in 2018. e-Proceeding of Applied Science , Vol 5 No 1, 65.

Kotler, P. (2007). Being known or being one of many: the need for brand management for business?to?business (B2B) companies. Journal of Business & Industrial Marketing, Vol 22 No 6, pp. 357-362.

Kotler, P. K. (2012). Marketing Management, Edisi 14. New Jersey: Prentice- Hall Published. Kotler, P. (2011). Manajemen Pemasaran di Indonesia : Analisis, Perencanaan, Implementasi dan Pengendalian. Jakarta : Penerbit Salemba Empat.

Kotler, P. a. (2012). Principles of Marketing. New Jersey: Pearson Education Limited.

Kotler, P. &. (2014). Principle Of Marketing, 15th edition. New Jersey: Pearson Prentice Hall.

Kuncoro, M. (2003). Metode Riset untuk Bisnis dan Ekonomi. Jakarta: Erlangga. Misbahuddin., dan Iqbal Hasan. 2014. Analisis Data Penelitian dengan Statistik. Jakarta : Bumi Aksara. Lin, N.-Y. a.-S. (2007). The Effect of Brand Image and Product Knowledge on Purchase Intention

Moderated by Price Discount. Journal of International Management Studies, 121-132.

Liobikien?, G. (May 2016). Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study. Ecological Economics, Vol 125, 38-46.

McKnigt, D. H. (2004). Developing and Validating Trust Measures for e-Commerce: An Integrative Typology. Vol 13, No 3 .

Mourad, M. a. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management, Vol 15 No 4, pp. 514-537.

Muhammad Husnan Zaky, N. M. (2020). Green marketing mix berpengaruh terhadap keputusan pembelian produk big tree farms di lotus food services. E-Jurnal Manajemen, Vol 9 No 2, 1 - 21.

Nittissusastro, M. a. (2012). Perilaku Konsumen dalam Perspektif Kewirausahaan, Alfabeta, Bandung.

Peter, J. P. (2010). Perilaku Konsumen dan Strategi Pemasaran, Penerjemah Diah Tantri Dwiandani. Buku 1, Edisi 9. Jakarta: Salemba Empat.

Rahayu, E. S. (2011). Analisis Pengaruh Brand Image (Citra Merek) Sepatu Converse All Star Terhadap Minat Beli Konsumen Pengguna Sepatu Converse All Star pada Mahasiswa Universitas Haluoleo Kendari. Jurnal.

Resmawa, I. N. (April 2017). Pengaruh Brand Image dan Product Knowledge terhadap Purchase Intention dengan Green Price sebagai Moderating Variabel pada Produk the Body Shop di Surabaya. Jurnal Aplikasi Manajemen, Ekonomi dan Bisnis, Vol 1 No 2, 1-11.

Riska Septifani, F. A. (2014). Pengaruh Green Marketing, Pengetahuan dan Minat Membeli terhadap Keputusan Pembelian. Jurnal Manajemen Teknologi , Vol 13 No 2, 1 -1

Roberts, D. (2011). Green Marketing Management. South- Western CENGAGE Learning. Mason USA.

Rui Vinhas Da Silva, S. F. (2006). Cognitive, affective attributes and conative, behavioural responses in retail corporate branding. Journal of Product & Brand Management, Vol 15 No 5, pp. 293-305.

Rusdianto, H. (2018). Analisis green brand awareness, green brand trust, green brand image dan green perceived value terhadap keputusan pembelian natural cosmetics product. 1-10 .

Schiffman, L. &. (2013). Perilaku Konsumen Edisi 7. Alih Bahasa: Zoelkifli Kasip. PT Indeks. Jakarta.

Septiani, R. (2019). Pengaruh green marketing terhadap keputusan pembelian konsumen The Body Shop Margo City. 1-14.

Stephanie Elia, F. S. (2018, Juni 5). 6 Merek Kecantikan Natural yang Anut Prinsip Ramah Lingkungan. Retrieved from Kumparan: https://kumparan.com/kumparanstyle/6-merek- kecantikan-natural-yang-anut-prinsip-ramah-lingkungan/full

Sugiyarta Stanislaus, P. E. (2012). Pengaruh pengetahuan produk terhadap keputusan membeli pada mahasiswa konsumen Oriflame di UNNES. INTUISI 4 (2), 1-6.

Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif dan R & D. Bandung: Alfabeta. Suliyanto. (2011). Ekonometrika Terapan: Teori dan Aplikasi dengan SPSS. Yogyakarta: ANDI. Suliyanto. (2018). Metode Penelitian Bisnis untuk Skripsi, Tesis & Disertasi. Yogyakarta: ANDI. Sumawarman. (2004). Prilaku Konsumen Teori dan Penerapannya Dalam Pemasaran. Penerbit

Ghalia Indonesia. Bogor.

Tambun, Y. (2013). Motivasi dan Self Esteem Pengaruhnya Terhadap Prestasi Kerja Dosen Fakultas Ekonomi dan Bisnis Unsrat Manado. Jurnal Manajemen, Bisnis, Akuntasi, Vol 1, No 3 .

Tjiptono. (2015). Service Management Mewujudkan Layanan Prima. ANDI. Yogyakarta dan Chandra. 1997. Service, Quality & Satisfaction. CV Andi Offset. Yogyakarta.

Top Brand Award. (2019). Retrieved from Top Brand Index: https://www.topbrand- award.com/top-brand%20index/?tbi_find=the%20body%20shop

Wulandari, R. (2020). Pengaruh green product knowledge, green trust, dan green advertising terhadap keputusan pembelian green product. 1-27.

Y. Chen, C. C. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, Vol 50 No 3, pp. 502-520.

Yasri, Y. E. (September 2017). Pengaruh green brand dan green trustt terhadap keputusan pembelian produk The Body Shop. Jurnal Kajian Manajemen Bisnis, Vol 6 No 2, 144-157. Yoesmanam, I. C. (Februari 2015). Pengaruh pengetahuan produk dan persepsi kualitas produk terhadap keputusan pembelian pada kosmetik organik. Jurnal Bisnis dan Manajemen, Vol 7 No 2, 1-11.

Yu-Shan, C. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Journal of Business Ethics, Vol 93 No 2, pp. 307-19.

Downloads

Published

2025-09-16

How to Cite

Meliyana Rizki Prabaningrum, Pramono Hari Adi, Weni Novandari, & Monica Rosiana. (2025). The Effect of Green Trust, Brand Image and Product Knowledge on Purchase Decision with Green Price as Moderating Variable (Study of The Body Shop consumers in Indonesia). Jurnal Ekonomi Manajemen Sistem Informasi, 7(1), 173–187. https://doi.org/10.38035/jemsi.v7i1.6211

Issue

Vol. 7 No. 1 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (September-Oktober 2025)

Section

Articles

License

Copyright (c) 2025 Meliyana Rizki Prabaningrum, Pramono Hari Adi, Weni Novandari, Monica Rosiana

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Hak cipta :

Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:

  1. Hak cipta pada setiap artikel adalah milik penulis.
  2. Penulis mengakui bahwa Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
  3. Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI).