Pengaruh Kredibilitas Selebriti dan Green Marketing Terhadap Minat Beli Produk Skincare From This Island

Abstract

This study aims to determine the effect of Celebrity Credibility and Green Marketing on Purchase Intention among consumers of From This Island skincare products. This is an explanatory quantitative research. Data was collected using an online questionnaire. The sampling technique used was purposive sampling with 100 respondents, consisting of consumers or potential consumers in the Malang area who are aware of the From This Island brand and have been exposed to Maudy Ayunda's promotional content. Data analysis was conducted using multiple linear regression with IBM SPSS Statistic 25. The results showed that all instruments were valid and reliable, and the regression model met all classical assumption tests. The findings conclude that partially, Celebrity Credibility has no significant effect on Purchase Intention, while Green Marketing has a positive and significant effect on Purchase Intention. Simultaneously, Celebrity Credibility and Green Marketing significantly affect the Purchase Intention of From This Island consumers by 49.4%. The limitations of this study include the geographical scope, which is focused only on Malang City, and the dominance of the young age group in the respondent profile. This study utilizes the Celebrity Credibility theory by Hariyanto (2023), the Green Marketing theory by Amrita et al. (2024), and the Purchase Intention theory by Wardhana (2024). From This Island is advised to continue optimizing green marketing, highlighting sustainable lifestyle content, and providing education on environmental value transparency to further increase purchase intention.