Electronic Theses and Dissertation

penelitian ini bertujuan untuk mengetahui peran mediasi kepercayaan merek pada pengaruh green marketing dan promosi islami terhadap purchase intention pada konsumen wardah di banda aceh. data yang digunakan pada penelitian ini terdiri dari data primer . populasi penelitian ini adalah konsumen wardah di banda aceh dengan jumlah sampel 105 yang diambil menggunakan rumus hair dengan teknik sampling non probabilitas dan pendekatan purposive sampling. analisis data mengunakan software smart pls sem dengan pengujian outer model dan inner model. hasil penelitian ini ditemukan bahwa variabel green marketing dan kepercayaan merek berperngaruh positif dan signifikan terhadap purchase intention namun promosi islami tidak berpengaruh terhadap purchase intention. green marketing dan promosi islami berpengaruh positif dan signifikan terhadap kepercayaan merek. terdapat efek mediasi dari kepercayaan merek pada pengaruh promosi islami terhadap purchase intention. sedangkan pada pengaruh green marketing terhadap purchase intention variabel kepercayaan merek tidak memberikan efek mediasi. kata kunci: green garketing, promosi islami, kepercayaan merek, purchase intention, konsumen wardah

This study aims to determine the mediating role of brand trust in the influence of green marketing and Islamic promotion on purchase intention among Wardah consumers in Banda Aceh. The data used in this study consists of primary and secondary data. The population of this study is Wardah consumers in Banda Aceh with a sample size of 105, which was obtained using the Hair formula with non probability sampling technique and purposive sampling approach. Data analysis was conducted using Smart PLS SEM software with outer model and inner model testing. The results of this study found that the variables of green marketing and brand trust have a positive and significant influence on purchase intention, but Islamic promotion does not influence purchase intention. Green marketing and Islamic promotion have a positive and significant influence on brand trust. There is mediating effect of brand trust on the influence of Islamic promotion on purchase intention. However, in the influence of green marketing on purchase intention, the brand trust variable does not provide a mediating effect Keywords: Green Garketing, Islamic Promotion, Brand Trust, Purchase Intention, Wardah Consumers