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Vol. 3 No. 2 (2026) • Articles
Open Access

Pengaruh Green Marketing dan Brand Reputation terhadap Keputusan Pembelian

Silvia Ekasari
Sekolah Tinggi Ilmu Ekonomi Manajemen Bisnis Indonesia image/svg+xml
Lalang Saksono
Universitas Djuanda image/svg+xml
Elizabeth Elizabeth
Universitas Budi Luhur image/svg+xml
Bryant Ritchie Trisnodjojo
Airlangga University image/svg+xml
Ratnawita Ratnawita
University of Mitra Bangsa image/svg+xml
Published: November 25, 2026 Pages: 175-188
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Abstract

Growing consumer awareness of environmental issues has prompted companies to implement green marketing strategies to meet sustainable needs while building positive brand reputation. This study examines the influence of green marketing and brand reputation on consumer purchase decisions. Using a quantitative approach with descriptive-verificative design, the research involved 150 respondents through purposive sampling technique. Data were analyzed using IBM SPSS Statistics. Results demonstrate that green marketing and brand reputation have positive and significant effects on purchase decisions, both individually and simultaneously. The coefficient of determination of 72.4% indicates that both independent variables explain the variance in purchase decisions, while 27.6% is influenced by other factors. The findings confirm that combining environmentally friendly marketing strategies with credible brand reputation serves as an effective driver of consumer purchase decisions in an increasingly environmentally conscious market.

Keywords:
Green Marketing Brand Reputation Purchase Decision Sustainable Marketing Consumer Behavior
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Author Biographies
Silvia Ekasari Sekolah Tinggi Ilmu Ekonomi Manajemen Bisnis Indonesia

Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Manajemen Bisnis Indonesia, Kota Depok, Provinsi Barat, Indonesia.

Lalang Saksono Universitas Djuanda

Program Studi Manajemen, Fakultas Fakultas Ekonomi dan Bisnis, Universitas Djuanda, Kota Bogor, Provinsi Barat, Indonesia.

Elizabeth Elizabeth Universitas Budi Luhur

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.

Bryant Ritchie Trisnodjojo Airlangga University

Program Studi Akuntansi, Fakultas Fakultas Ekonomi dan Bisnis, Universitas Airlangga, Kota Surabaya, Provinsi Jawa Timur, Indonesia.

Ratnawita Ratnawita University of Mitra Bangsa

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mitra Bangsa, Kota Tangerang Selatan, Provinsi Banten, Indonesia.

How to Cite
Ekasari, S., Saksono, L., Elizabeth, E., Trisnodjojo, B. R., & Ratnawita, R. (2026). Pengaruh Green Marketing dan Brand Reputation terhadap Keputusan Pembelian. Jurnal Manajemen Dan Teknologi, 3(2), 175-188. https://doi.org/10.63447/jmt.v3i2.2060
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This work is licensed under a Copyright (c) 2026 Silvia Ekasari, Lalang Saksono, Elizabeth Elizabeth, Bryant Ritchie Trisnodjojo, Ratnawita Ratnawita .

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