Pengaruh Green Product dan Influencer Marketing Terhadap Keputusan Pembelian Produk Avoskin Dengan Value Co-Creation Sebagai Variabel Mediasi
DOI:
https://doi.org/10.31004/riggs.v4i4.4562Keywords:
Green Product, Influencer Marketing, Value Co-Creation, Keputusan PembelianAbstract
Penelitian ini bertujuan untuk menguji secara empiris pengaruh Green Product dan Influencer Marketing terhadap Keputusan Pembelian produk Avoskin, dengan Value Co-Creation sebagai variabel mediasi. Dilatarbelakangi oleh pesatnya pertumbuhan industri kecantikan Indonesia dan meningkatnya kesadaran konsumen akan keberlanjutan, penelitian ini mengambil merek lokal Avoskin sebagai studi kasus. Didasari oleh teori Stimulus-Organism-Response (S-O-R), penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 100 responden mahasiswa Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya yang dipilih melalui teknik purposive sampling. Data primer dikumpulkan melalui kuesioner daring dan dianalisis menggunakan metode Path Analysis dengan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa Green Product dan Influencer Marketing berpengaruh positif dan signifikan secara langsung terhadap Keputusan Pembelian. Kedua variabel independen tersebut juga terbukti berpengaruh positif dan signifikan terhadap Value Co-Creation. Temuan utama penelitian adalah bahwa Value Co-Creation secara signifikan berperan sebagai variabel mediasi, memperkuat pengaruh Green Product dan Influencer Marketing terhadap Keputusan Pembelian. Hal ini mengonfirmasi bahwa keterlibatan aktif konsumen dalam kampanye digital dan penciptaan nilai bersama, seperti melalui interaksi di media sosial, menjadi jembatan krusial yang mengubah persepsi tentang produk dan promosi menjadi keputusan pembelian yang nyata. Penelitian ini memberikan kontribusi teoritis pada literatur pemasaran hijau dan pemasaran influencer, sekaligus menawarkan implikasi praktis bagi merek dalam merancang strategi pemasaran yang lebih berpusat pada konsumen dan berkelanjutan.
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