Pengaruh Produk Hijau dan Citra Merek terhadap Keputusan Pembelian Produk The Body Shop di Jember Melalui Kepercayaan

Abstract

This research For analyze influence green product, and image brand to decision purchase The Body Shop products in Jember via trust . Internal data type study This is quantitative data . Data sources used in research This namely primary data from spread questionnaire . Retrieval technique sample in study This is purposive sampling with incidental sampling method , with total respondents as many as 170 consumers The Body Shop products . Deep data analysis study This is SEM-PLS with use tool SmartPLS data processing 4. Research results This ; 1) green products have an effect positive and significant to trust , 2) image brand influential positive and significant to trust , 3) green products no influential positive and significant to decision purchasing , 4) image brand influential positive and significant to decision purchase , 5) trust influential positive and significant to decision purchases , 6) green products have an effect positive and significant to decision purchase through trust , 7) image brand influential positive and significant to decision purchase through trust.