Building Trust or Masking Reality? The Effects of Brand Image, Greenwashing, and Influencer Marketing on Sustainable Buying Behavior in Indonesia Skincare Product
- Alya Daywa Yudistira Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
-
Siti Aminah
*
Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya,
Indonesia
- Dewi Deniaty Sholihah Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia (*) Corresponding Author
Abstract
This study aims to analyze the influence of brand image, greenwashing, and influencer marketing on green purchase intention for Somethinc skincare products in Surabaya. The research addresses the issue of consumers' limited understanding of green marketing practices and their impact on the intention to purchase environmentally friendly products, particularly among local brands. This quantitative research employs a descriptive approach. Data were collected through questionnaires distributed to 128 respondents selected using purposive sampling, and analyzed using Partial Least Square (PLS) with the SmartPLS software. The results show that brand image has a significant positive effect on green purchase intention, with a coefficient value of 0.412 and a p-value <0.05. Greenwashing has a negative but not significant effect (coefficient -0.087; p-value > 0.05), while influencer marketing has a positive but not significant effect (coefficient 0.143; p-value > 0.05). These findings indicate that a positive perception of brand image is the main factor driving consumers' intention to purchase environmentally friendly skincare products, whereas the effects of greenwashing and influencer marketing are not statistically significant. The implications of this study highlight the importance of strengthening brand image in sustainable marketing strategies for the local skincare industry, amid increasing consumer awareness of environmental issues.
Downloads
References
Aaker, D. A. (2022). Building strong brands. Free Press. https://books.google.co.id/books?id=hxHeUei4vWgC
Bryła, P., Chatterjee, S., & Ciabiada-Bryła, B. (2022). The impact of social media marketing on consumer engagement in sustainable consumption: A systematic literature review. International Journal of Environmental Research and Public Health, 19(24), https://doi.org/10.3390/ijerph192416637
Carissa, T., & Aruman, A. E. (2019). Pengaruh sales promotion dan influencer marketing terhadap minat membeli dalam Mobile Legends. Lontar: Jurnal Ilmu Komunikasi, 7(2), 45–55.
Compas.id. (2024). Indeks penjualan skincare brand lokal 2023. https://compas.co.id/article/brand-skincare-lokal-terlaris/ (Diakses 6 Juni 2025)
Dwipa Premesti, A., Aminah, S., Pembangunan, U., Veteran, N., & Timur, J. (2023). The influence of brand image and online customer review on purchasing decisions in the Lazada marketplace. Management Studies and Entrepreneurship Journal, 4(5). http://journal.yrpipku.com/index.php/msej
Hendarto, S. P. (2024). Pengaruh greenwashing perception terhadap green purchase intention produk kemasan ramah lingkungan pada konsumen Muslim Indonesia yang dimediasi oleh green concern dan dimoderasi oleh religiosity. Telkom University
Hotimah, R. A. D. N. H. (2021). Pengaruh green product, green marketing, and green brand image terhadap green purchase intention pada produk Sensation Botanicals di Kota Surabaya. UPN Veteran Jawa Timur
Kompas.id. (2023). Rapor pembangunan berkelanjutan Indonesia. https://www.kompas.id/baca/opini/2023/09/28/rapor-sdgs-indonesia (Diakses 5 Juni 2025)
Kusumawati, A. R. F. P. (2020). Pengaruh greenwash, positive green word-of-mouth, dan green skepticism terhadap green purchase intention (Survei pada konsumen Starbucks Coffee di Yogyakarta). UPN Veteran Yogyakarta
Lou, C., & Yuan, S. (2018). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19, 1–45. https://doi.org/10.1080/15252019.2018.1533501
Nabella, E., Supriyono, & Izaak, W. C. (2023). The influence of influencer marketing and lifestyle on purchase decisions of virtual game product Mobile Legends: Bang Bang. Jurnal Ekonomi dan Bisnis Digital, 2(3), 665–676. https://doi.org/10.55927/ministal.v2i3.4739
Nabila, J., & Azijah, N. (2024). Pengaruh brand image dan influencer marketing terhadap keputusan pembelian konsumen melalui minat beli sebagai variabel intervening: Studi pada followers akun TikTok @Skintific_id. Akademik: Jurnal Mahasiswa Ekonomi & Bisnis, 4(3).
Pratama, O. A. (2023). Pengaruh greenwashing dan green brand image terhadap green purchase intention dengan green skepticism sebagai variabel mediasi (Studi pada air mineral Pure Life brand Nestle). Universitas Kristen Satya Wacana
Putri, M. K., & Dermawan, R. (2023). Influence of content marketing and influencer marketing on the purchase intention of Somethinc products on TikTok Gen Z users in Surabaya. Indonesian Journal of Business Analytics, 3(5), 1663–1672. https://doi.org/10.55927/ijba.v3i5.5437
Rahmadhani, A. V., & Widodo, A. (2023). Pengaruh green brand image, green brand trust, green brand awareness dan green brand satisfaction terhadap purchase intention pada konsumen air mineral merek Aqua. Jurnal Samudra Ekonomi dan Bisnis, 14(3), 393–405. https://doi.org/10.33059/jseb.v14i3.3891
Sari, N. Z., & Aminah, S. (2024). The effect of content marketing and influencer marketing on purchasing decisions for Azarine sunscreen products for TikTok Gen Z users in Surabaya. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(1). https://doi.org/10.31538/iijse.v8i1.5531
Sauki, M. S., Wardani, N. I. K., & Sholihah, D. D. (2025). Pengaruh green product, green brand image, dan brand ambassador terhadap purchase intention pada Mie Lemonilo x NCT Dream. UPN Veteran Jawa Timur https://repository.upnjatim.ac.id/id/eprint/33948
Shahahbuddin, A. M. (2021). Social media influencers’ credibility on green purchase behavior: Evidence from Bangladesh. International Journal of Educational Research & Social Sciences, 372–378. https://ijersc.org/
Sholihah, D. D., & Ariescy, R. R. (2023). Promoting responsible consumption through green marketing: An in-depth literature review. PROISRM, 8(3), 141.
SIPSN KLHK. (2022). Capaian kinerja pengelolaan sampah. https://sipsn.menlhk.go.id/sipsn/ (Diakses 7 Juni 2025)
Somethinc. (2022). SOMETHINC Official Website | Makeup & Skincare Products. https://somethinc.com/?srsltid=AfmBOopY10wlYLCFT64AYsZdYdIMCOhZn61utpDpdgLf0vsH9J5Tc_YF (Diakses 7 Juni 2025)
Stephanie, A., & Jirásek, I. M. (2023). Impact of greenwashing (marketing) on consumer behavior.
Tamrin. (2023). Pengaruh influencer marketing, green marketing, dan brand image terhadap minat beli konsumen produk Avoskin. Universitas Negeri Mulawarman
Tengku Firli Musfar, M. H. N. (2021). Proses green purchase intention industri.
TerraChoice. (2010). The sins of greenwashing: Home and family edition 2010: A report on environmental claims made in the North American consumer market. Two Sides Journal, 1–31. http://www.ulenvironment.com
Tri Harto Katamso, & Sugianto, S. (2024). Pengaruh brand image, brand experience dan influencer marketing terhadap keputusan pembelian konsumen melalui minat beli sebagai variabel intervening pada produk kecantikan Scarlett Whitening. MASMAN: Master Manajemen, 2(1), 165–183. https://doi.org/10.59603/masman.v2i1.324
Valencia, D., Sihombing, S. O., & Mien, M. (2021). Pengaruh greenwashing terhadap ekuitas merek dan niat pembelian: Suatu studi empiris. Jurnal Manajemen, 18(1), 33–52. https://doi.org/10.25170/jm.v18i1.2226
Yang, Z., Nguyen, T. T. H., Nguyen, H. N., Nguyen, T. T. N., & Cao, T. T. (2020). Greenwashing behaviours: Causes, taxonomy and consequences based on a systematic literature review. Journal of Business Economics and Management, 21(5), 1486–1507. https://doi.org/10.3846/jbem.2020.13225
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Building Trust or Masking Reality? The Effects of Brand Image, Greenwashing, and Influencer Marketing on Sustainable Buying Behavior in Indonesia Skincare Product
Pages: 536-546
Copyright (c) 2025 Alya Daywa Yudistira, Siti Aminah, Dewi Deniaty Sholihah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
