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Abstract

Fenomena penutupan seluruh gerai The Body Shop di Amerika Serikat dan Kanada, serta penurunan penjualan yang signifikan di Inggris membuat The Body Shop harus mengkaji ulang strategi penjualan. The Body Shop Indonesia juga menghadapi penurunan indeks merek selama tiga tahun terakhir meskipun memiliki citra keberlanjutan yang kuat. Penelitian ini ditujukan untuk melakukan analisis bagaimana environmental awareness, brand trust, dan brand image mempengaruhi keputusan pembelian dengan brand loyalty sebagai mediator. Pendekatan kuantitatif diterapkan sebagai metode penelitian ini dengan 120 konsumen The Body Shop sebagai responden yang diolah dengan SmartPlS 3.0. Variabel independent mencakup environmental awareness (X1), brand trust (X2), dan brand image (X3), dengan variabel dependent merupakan keputusan pembelian (Y), serta brand loyalty (Z) sebagai variabel intervening. Hasil dari penelitian ini menegaskan brand trust dan brand image dalam mempengaruhi keputusan pembelian untuk memperkuat loyalitas, melalui brand loyalty sebagai mediator utama.

Keywords

Environmental awareness Brand trust Brand image Brand loyalty Keputusan Pembelian

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How to Cite
Fadila, S. ., & Mahmud, M. (2025). Pengaruh Environmental Awareness, Brand Trust, Dan Brand Image Terhadap Keputusan Pembelian The Body Shop Dengan Brand Loyalty Sebagai Media Intervening. Paradoks : Jurnal Ilmu Ekonomi, 8(2), 934–954. https://doi.org/10.57178/paradoks.v8i2.1251
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