Pengaruh Green Marketing Mix, Green Perceived Value, dan Citra Diri terhadap Keputusan Pembelian Skincare N’pure di Yogyakarta
DOI:
https://doi.org/10.54065/jss.6.2.2026.1059Keywords:
Green Marketing Mix, Green Perceived Value, Citra Diri, Keputusan PembelianAbstract
Urgensi penelitian ini didasari oleh meningkatnya kesadaran konsumen terhadap produk ramah lingkungan serta semakin ketatnya persaingan industri skincare hijau, sehingga diperlukan pemahaman mengenai faktor-faktor yang mampu mendorong keputusan pembelian produk berorientasi lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing mix, green perceived value, dan citra diri terhadap keputusan pembelian skincare N’Pure di Yogyakarta. Penelitian ini menggunakan metode kuantitatif dengan instrumen penelitian berupa kuesioner berskala Likert. Teknik pengumpulan data dilakukan secara online melalui penyebaran kuesioner kepada 100 responden yang merupakan mahasiswa pengguna produk N’Pure di Daerah Istimewa Yogyakarta, dengan teknik pengambilan sampel purposive sampling. Teknik analisis data yang digunakan meliputi uji validitas, uji reliabilitas, analisis regresi linear berganda, dan uji koefisien determinasi (Adjusted R²). Hasil penelitian menunjukkan bahwa green marketing mix tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan green perceived value dan citra diri berpengaruh positif dan signifikan terhadap keputusan pembelian skincare N’Pure. Nilai Adjusted R² sebesar 0,551 menunjukkan bahwa ketiga variabel independen berkontribusi sebesar 55,1% terhadap keputusan pembelian, sedangkan sisanya dipengaruhi oleh variabel lain di luar penelitian ini. Temuan ini mengindikasikan bahwa persepsi nilai hijau serta kesesuaian citra diri konsumen dengan citra merek merupakan faktor penting dalam mendorong keputusan pembelian produk skincare ramah lingkungan. Berdasarkan hasil tersebut, N’Pure disarankan untuk memperkuat green perceived value dan citra merek melalui strategi komunikasi yang lebih emosional, autentik, relevan dengan gaya hidup konsumen, dan menekankan komitmen keberlanjutan.
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