Analisis Pengaruh Kecintaan Merek (Brand Love) dan Pengalaman Merek (Brand Experience) Terhadap Keputusan Pembelian Produk UKM Batik di Pekalongan Dengan Mediasi Pemasaran Hijau (Green Marketing)
DOI:
https://doi.org/10.29407/jpeaku.v5i1.25306Keywords:
: Kecintaan merek (Brand Love), Pengalaman merek (Brand Experience), Keputusan Pembelian, Pemasaran hijau (Green marketing)Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kecintaan merek (brand love) dan pengalaman merek (brand experience) terhadap keputusan pembelian produk UKM batik di Pekalongan melalui pemasaran hijau (green marketing) sebagai variabel mediasi. Latar belakang penelitian ini didasari oleh meningkatnya kesadaran konsumen terhadap isu lingkungan, sehingga pelaku usaha, termasuk UKM batik, perlu mengadopsi strategi pemasaran berkelanjutan yang mampu membangun hubungan emosional dan pengalaman positif dengan konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode eksplanatori dan teknik analisis data menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) dengan bantuan software SmartPLS 3. Sampel dalam penelitian ini berjumlah 100 responden yang merupakan konsumen produk batik UKM di Pekalongan, dengan teknik pengambilan sampel non-probability accidental sampling. Hasil penelitian menunjukkan bahwa kecintaan merek (brand love) dan pengalaman merek (brand experience) berpengaruh positif dan signifikan terhadap keputusan pembelian melalui strategi pemasaran hijau (green marketing). Penelitian ini menegaskan pentingnya integrasi strategi emosional dan pengalaman merek dengan nilai-nilai keberlanjutan untuk mendorong keputusan pembelian konsumen secara lebih efektif.
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