Pengaruh Green Marketing dan Brand Equity terhadap Keputusan Pembelian Le Minerale di Kota Tangerang dengan Environmental Concern sebagai Moderasi

Laura Octarani; Wanda Yulia Utami; Ruhiyat Taufik

doi:10.30640/jmcbus.v4i4.7688

Authors

Laura Octarani Universitas Islam Syekh Yusuf Tangerang
Wanda Yulia Utami Universitas Islam Syekh Yusuf Tangerang
Ruhiyat Taufik Universitas Islam Syekh Yusuf Tangerang

DOI:

https://doi.org/10.30640/jmcbus.v4i4.7688

Keywords:

Brand Equity, Environmental Concern, Green Marketing, Le Minerale, Purchase Decision, SEM-PLS

Abstract

This study aims to examine the effect of green marketing and brand equity on purchasing decisions for Le Minerale in Tangerang District, Tangerang City, with environmental concern as a moderating variable. The research is driven by the importance of product sustainability strategies amid growing public awareness of environmental issues. A quantitative approach was applied through a survey method involving consumers distributed proportionally across the study area. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS).The findings indicate that brand equity has a positive and significant effect on purchasing decisions, whereas green marketing shows no significant effect. Furthermore, environmental concern does not moderate the relationship between either green marketing or brand equity and purchasing decisions, nor does it exert a significant direct effect. Overall, the structural model demonstrates a moderate explanatory power.These results emphasize that brand equity plays a dominant role in driving consumer purchasing decisions for Le Minerale. Meanwhile, consumer environmental concern has not yet become a primary driver or a strengthening factor for the effectiveness of the company’s eco-friendly marketing strategies.

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