PENGARUH GREEN ADVERTISING, GREEN TRUST, DAN ENVIRONMENTAL CONCERN TERHADAP GREEN PURCHASE INTENTION PADA SKINCARE RAMAH LINGKUNGAN DI KALANGAN GENERASI Z

ALIZA FAHIRA, . (2026) PENGARUH GREEN ADVERTISING, GREEN TRUST, DAN ENVIRONMENTAL CONCERN TERHADAP GREEN PURCHASE INTENTION PADA SKINCARE RAMAH LINGKUNGAN DI KALANGAN GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh green advertising, green trust, dan environmental concern terhadap green purchase intention pada produk skincare Garnier di kalangan Generasi Z. Penelitian menggunakan pendekatan kuantitatif dengan teknik non-probability sampling melalui metode purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner berbasis Google Form yang didistribusikan melalui media sosial kepada calon pengguna skincare Garnier yang berdomisili di Kota Jakarta dan memenuhi kriteria penelitian, dengan jumlah responden sebanyak 240 orang. Analisis data dalam penelitian ini dilakukan menggunakan program IBM SPSS versi 26. Hasil penelitian menunjukkan bahwa green advertising, green trust, dan environmental concern masing-masing memiliki pengaruh positif dan signifikan terhadap green purchase intention. Secara teoretis, temuan penelitian ini memperkaya pengembangan kajian green marketing dengan mempertegas peran ketiga variabel tersebut dalam membentuk minat beli ramah lingkungan pada Generasi Z. Secara praktis, hasil penelitian ini memberikan rekomendasi bagi perusahaan untuk mengoptimalkan strategi pemasaran hijau, meningkatkan transparansi informasi, serta memperkuat edukasi lingkungan guna mendorong minat beli produk skincare ramah lingkungan secara berkelanjutan. ***** This study aims to examine the influence of green advertising, green trust, and environmental concern on green purchase intention for Garnier skincare products among Generation Z. The study used a quantitative approach with a non probability sampling technique through a purposive sampling method. Data collection was conducted through the distribution of a Google Form based questionnaire distributed through social media to potential Garnier skincare users domiciled in Jakarta and meeting the research criteria, with a total of 240 respondents. Data analysis in this study was conducted using IBM SPSS version 26. The results showed that green advertising, green trust, and environmental concern each had a positive and significant influence on green purchase intention. Theoretically, the findings of this study enrich the development of green marketing studies by emphasizing the role of these three variables in shaping environmentally friendly purchasing intentions among Generation Z. Practically, the results of this study provide recommendations for companies to optimize green marketing strategies, increase information transparency, and strengthen environmental education to encourage sustainable purchasing intentions for ecofriendly skincare products.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Aliza Fahira .
Date Deposited:	04 Feb 2026 04:45
Last Modified:	04 Feb 2026 04:45
URI:	http://repository.unj.ac.id/id/eprint/64681

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