Keywords
Green Marketing
Brand Trust
Purchase Intention
How to Cite
Abstract
Abstrak: Kosmetik dan perawatan kulit kini menjadi bagian penting dalam menjaga penampilan, terutama bagi wanita. Kemauan untuk selalu terlihat menarik dan percaya diri menjadikan penggunaan produk kecantikan sebagai kebiasaan sehari-hari. Kajian ini membahas pengaruh citra merek dan strategi pemasaran ramah lingkungan terhadap minat beli produk Emina, dengan kepercayaan konsumen sebagai faktor perantara di Kota Semarang. Pendekatan yang digunakan ialah explanatory research dengan metode kuantitatif. Hasil Memeperlihatkan ketiga unsur tersebut berperan langsung dalam meningkatkan ketertarikan konsumen terhadap produk. Selain itu, kepercayaan konsumen mampu memperkuat hubungan antara pemasaran ramah lingkungan dan minat beli, namun belum cukup efektif dalam menjembatani pengaruh citra merek terhadap keputusan pembelian. Berdasarkan temuan ini, Emina diharapkan dapat memperkuat citra positif merek, memperluas penerapan strategi berorientasi lingkungan, serta menumbuhkan kepercayaan agar mampu meningkatkan daya tarik di pasar. Kajian ini juga memberikan masukan bagi perusahaan dalam merancang pendekatan pemasaran yang lebih efisien dan relevan dengan kebutuhan konsumen masa kini.
Kata Kunci: brand image; green marketing; brand trust; purchase intention.
Abstract: Cosmetics and skincare have become essential elements in enhancing appearance, especially among women. The desire to look attractive and confident makes the use of beauty products an inseparable part of daily routines. This study examines the influence of brand image and environmentally friendly marketing strategies on consumer purchase interest in Emina products, with consumer trust acting as a mediating factor in Semarang City. The research employs an explanatory approach with a quantitative method. The findings indicate that these factors directly contribute to increasing consumer attraction toward the products. Moreover, consumer trust strengthens the link between eco-friendly marketing efforts and buying interest, although it is not yet effective in mediating the impact of brand image on purchasing decisions. Based on these results, Emina is encouraged to reinforce its brand perception, expand environmentally oriented marketing initiatives, and build stronger consumer trust to enhance market appeal. This study also provides insights for the company in developing more efficient and relevant marketing strategies aligned with consumer preferences.
Keywords: brand image; green marketing; brand trust; purchase intention.
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