PENGARUH HEALTH CONSCIOUSNESS DAN ENVIRONMENTAL CONSCIOUSNESS TERHADAP PURCHASE INTENTION GREEN PRODUCT THE BODY SHOP DI KALANGAN GENERASI Z JAKARTA: PERAN MODERASI PERSEPSI HARGA

EVELINE HUTAGAOL, . (2026) PENGARUH HEALTH CONSCIOUSNESS DAN ENVIRONMENTAL CONSCIOUSNESS TERHADAP PURCHASE INTENTION GREEN PRODUCT THE BODY SHOP DI KALANGAN GENERASI Z JAKARTA: PERAN MODERASI PERSEPSI HARGA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menginvestigasi determinan niat beli (purchase intention) produk ramah lingkungan (green product) The Body Shop di kalangan Generasi Z Jakarta, dengan fokus spesifik pada pengaruh health consciousness, environmental consciousness, dan peran moderasi persepsi harga. Studi ini mengadopsi pendekatan kuantitatif melalui desain kausal-komparatif. Teknik non-probability sampling dengan metode purposive sampling diterapkan dengan melibatkan 304 responden Generasi Z yang berdomisili di wilayah DKI Jakarta. Data dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) setelah melalui evaluasi outer model. Hasil empiris mengungkap bahwa health consciousness, environmental consciousness, dan persepsi harga secara langsung memiliki pengaruh positif dan signifikan terhadap niat beli. Secara paradoksal, persepsi harga tidak terbukti memoderasi hubungan antara health consciousness maupun environmental consciousness terhadap niat beli. Hal ini mengindikasikan bahwa motivasi internal konsumen yang didasari oleh nilai kesehatan dan lingkungan bersifat kokoh dan independen, sehingga tidak diperkuat atau diperlemah oleh faktor harga. Variabel-variabel dalam model ini mampu menjelaskan 39,8% variasi niat beli. Studi ini memperkaya literatur perilaku konsumen dengan menyoroti fenomena "value-driven motivation" yang stabil pada Generasi Z. Temuan ini menantang asumsi bahwa harga selalu berfungsi sebagai variabel intervensi dalam keputusan pembelian, membuktikan bahwa nilai keberlanjutan telah terinternalisasi sebagai motivasi intrinsik yang non-kompromistis. Penelitian ini terbatas pada satu merek kosmetik di wilayah perkotaan Jakarta. Studi masa depan disarankan untuk memperluas cakupan demografi ke generasi lain atau menggunakan metode campuran (mixed methods) guna menggali aspek psikologis konsumen lebih dalam. Praktisi pemasaran dan perusahaan perlu menggeser fokus dari strategi kompetisi harga menuju penguatan edukasi nilai (value storytelling) terkait manfaat kesehatan dan dampak ekologis. Narasi yang konsisten mengenai keamanan bahan dan keberlanjutan terbukti lebih efektif dalam mendongkrak niat beli dibandingkan sekadar penyesuaian harga. Penelitian ini menawarkan perspektif baru mengenai urgensi membangun identitas merek yang etis sebagai solusi untuk menarik minat pasar Generasi Z yang semakin kritis dan sadar nilai. ***** This study aims to investigate the determinants of purchase intention for The Body Shop's green products among Generation Z in Jakarta, with a specific focus on the influence of health awareness, environmental awareness, and the moderating role of price perception. This study used a quantitative approach through a causal-comparative design. A non-probability sampling technique with a purposive sampling method was applied, involving 304 Generation Z respondents residing in the Jakarta area. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) after evaluating the outer model. Empirical results revealed that health awareness, environmental awareness, and price perception directly had a positive and significant influence on purchase intention. Paradoxically, price perception was not proven to moderate the relationship between health awareness and environmental awareness on purchase intention. This indicates that consumers' internal motivations based on health and environmental values are robust and independent, and are not strengthened or weakened by price factors. The variables in this model were able to explain 39.8% of the variation in purchase intention. This study expands the consumer behavior literature by highlighting the persistent phenomenon of "value-based motivation" among Generation Z. These findings challenge the assumption that price always serves as an intervening variable in purchasing decisions, demonstrating that desirability has been internalized as a non-compromising, intrinsic motivation. This research is limited to one cosmetic brand in the Jakarta urban area. Future studies are recommended to expand the demographic scope to other generations or employ mixed methods to delve deeper into consumer psychology. Marketing practitioners and companies need to shift their focus from competitive pricing strategies to enhancing value storytelling related to health benefits and ecological impacts. Consistent narratives about ingredient safety and curiosity have been shown to be more effective in boosting purchase intention than simply adjusting prices. This research offers a new perspective on the urgency of building an ethical brand identity as a solution to attract the increasingly critical and value-conscious Generation Z market

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, S.E., M.Si; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Eveline Hutagaol .
Date Deposited:	26 Feb 2026 02:21
Last Modified:	26 Feb 2026 02:21
URI:	http://repository.unj.ac.id/id/eprint/65750

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