Pengaruh Source Credibility dan Green Marketing terhadap Minat Beli Produk Skincare Avoskin di Surakarta

Nova Kusumaningtyas; Indra Hastuti; Agus Suyatno

doi:10.31004/riggs.v5i2.12291

Authors

Nova Kusumaningtyas Universitas Duta Bangsa Surakarta
Indra Hastuti Universitas Duta Bangsa Surakarta
Agus Suyatno Universitas Duta Bangsa Surakarta

DOI:

https://doi.org/10.31004/riggs.v5i2.12291

Keywords:

Source Credibility, Green Marketing, Minat Beli, Avoskin, SEM-PLS

Abstract

Perkembangan pemasaran digital melalui media sosial, khususnya TikTok, telah mengubah cara konsumen menilai informasi sebelum memutuskan pembelian, termasuk pada produk skincare berbasis keberlanjutan seperti Avoskin. Namun, tingginya paparan konten promosi tidak selalu diikuti oleh peningkatan minat beli, khususnya pada Generasi Z yang kritis terhadap informasi digital dan peduli terhadap isu lingkungan. Kondisi ini mengindikasikan bahwa faktor lain di luar intensitas promosi, seperti kredibilitas sumber informasi dan praktik pemasaran ramah lingkungan, turut membentuk minat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh source credibility dan green marketing terhadap minat beli produk skincare Avoskin pada Generasi Z pengguna TikTok di Surakarta. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan metode survei terhadap 100 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil pengujian model pengukuran menunjukkan bahwa seluruh indikator variabel valid dan reliabel. Hasil pengujian hipotesis menunjukkan bahwa source credibility berpengaruh positif dan signifikan terhadap minat beli (koefisien jalur 0,314; t-statistic 4,161; p-value 0,000), demikian pula green marketing berpengaruh positif dan signifikan terhadap minat beli (koefisien jalur 0,180; t-statistic 1,992; p-value 0,046). Kedua variabel mampu menjelaskan variasi minat beli sebesar 52,8%, tergolong kategori kuat. Temuan ini menegaskan bahwa kredibilitas influencer dan penerapan strategi pemasaran ramah lingkungan merupakan faktor penting dalam mendorong minat beli konsumen terhadap produk skincare berbasis keberlanjutan.

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