ANALISIS GREEN MARKETING MIX PADA BRAND N’PURE SEBAGAI PRODUK SKINCARE LOKAL DI KALANGAN GENERASI Z

SOFHIA NURUL AZIZAH, . (2025) ANALISIS GREEN MARKETING MIX PADA BRAND N’PURE SEBAGAI PRODUK SKINCARE LOKAL DI KALANGAN GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui penerapan green marketing mix yang dilakukan oleh N’PURE sebagai brand skincare lokal di kalangan generasi Z. Sampel yang diganakan dalam penelitian ini berjumlah 100 responden dan menggunakan metode purposive sampling dengan kriteria yaitu: Generasi Z yang berada di wilayah Jakarta, berusia 18-25 tahun dan pernah melakukan pembelian produk N’Pure. Dalam penelitian ini, menggunakan teknik analisis tabulasi sederhana dan analisis deskriptif. Pengujian dilakukan menggunakan SPSS versi 30. Hasil penelitian ini didapatkan bahwa dimensi green product memperoleh skor81% dan termasuk kedalam kategori baik, dimensi green price memiliki skor 78% termasuk kategori baik, dimensi green place memiliki skor 81,6% termasuk ke dalam kategori baik dan terakhir dimensi green promotion memperoleh skor sebesar 85,75% dan termasuk kedalam kategori sangat baik. Dari keempat dimensi tersebut dapat disimpulkan bahwa strategi green marketing yang diterapkan oleh N’pure dinilai sudah baik dikalangan generasi Z. **** Sofhia Nurul Azizah, 2025; Analysis of Green Marketing Mix on Brand N'Pure as a Local Skincare Product Among Generation Z, Digital Marketing Study Program,Faculty of Economics and Business, State University of Jakarta, Supervisor: M.Edo Suryawan Siregar, S.E., M.B.A. & Nofriska Krissanya, S.E., M.B.A. This study aims to determine the application of green marketing mix carried out by N'PURE as a local skincare brand among generation Z. The sample used in this study amounted to 100 respondents and used a purposive sampling method with the following criteria: Generation Z who are in the Jakarta area, aged 18-25 years old and have purchased N'Pure products. In this study, simple tabulation analysis techniques and descriptive analysis were used. The test was conducted using SPSS version 30. The results of this study were found that the green product dimension obtained a score of 81% and was included in the good category, the green price dimension had a score of 78% including the good category, the green place dimension had a score of 81.6% included in the good category and finally the green promotion dimension obtained a score of 85.75% and was included in the very good category. From these four dimensions, it can be concluded that the green marketing strategy implemented by N'pure is considered good among generation Z.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. M. Edo Suryawan Siregar, S.E., M.B.A. ; 2). Nofriska Krissanya, S.E., M.B.A., CHRP.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Sofhia Nurul Azizah .
Date Deposited:	06 Aug 2025 06:13
Last Modified:	06 Aug 2025 06:13
URI:	http://repository.unj.ac.id/id/eprint/58156

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