ANALISIS FAKTOR HIJAU YANG MEMENGARUHI PURCHASE INTENTION GEN Z MELALUI GREEN TRUST DI DKI JAKARTA

ANDHIKA AMALIA, . (2026) ANALISIS FAKTOR HIJAU YANG MEMENGARUHI PURCHASE INTENTION GEN Z MELALUI GREEN TRUST DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (822kB)
	Text BAB 1.pdf Download (449kB)
	Text BAB 2.pdf Restricted to Registered users only Download (449kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (374kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (873kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (256kB) | Request a copy
	Text Daftar Pustaka.pdf Download (338kB)
	Text Lampiran.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh green marketing, environmental knowledge, dan environmental concern terhadap green trust dan purchase intention pada konsumen Generasi Z di DKI Jakarta. Data dikumpulkan melalui kuesioner daring dari 230 responden berusia 17–29 tahun yang berdomisili di DKI Jakarta serta pernah menggunakan atau tertarik terhadap produk NPURE. Data dianalisis menggunakan metode Structural Equation Modeling (SEM). purchase intention. Hasil penelitian menunjukkan bahwa green marketing, environmental knowledge, dan environmental concern berpengaruh positif dan signifikan terhadap green trust. Selain itu, green marketing, environmental knowledge, environmental concern, dan green trust juga berpengaruh positif dan signifikan terhadap purchase intention. Temuan ini menunjukkan bahwa peningkatan strategi pemasaran hijau, pengetahuan lingkungan, dan kepedulian lingkungan konsumen dapat memperkuat kepercayaan terhadap klaim ramah lingkungan perusahaan, yang pada akhirnya mendorong peningkatan niat beli. Penelitian ini memberikan implikasi bagi perusahaan untuk mengembangkan strategi keberlanjutan yang kredibel serta meningkatkan edukasi lingkungan guna memperkuat kepercayaan dan minat beli konsumen Generasi Z. ***** This study examines the effects of green marketing, environmental knowledge, and environmental concern on green trust and purchase intention among Generation Z consumers in DKI Jakarta. Data were collected through an online questionnaire from 230 respondents aged 17–29 years who resided in DKI Jakarta and had used or were interested in NPURE products. The data were analyzed using Structural Equation Modeling (SEM). The results indicate that green marketing, environmental knowledge, and environmental concern have a positive and significant effect on green trust. Furthermore, green marketing, environmental knowledge, environmental concern, and green trust have a positive and significant effect on purchase intention. These findings suggest that enhancing green marketing strategies, consumers’ environmental knowledge, and environmental concern can strengthen trust in a company's environmental claims, which in turn increases consumers’ purchase intention. This study provides practical implications for companies to develop credible sustainability strategies and promote environmental education in order to strengthen consumer trust and encourage purchase intention among Generation Z consumers.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D.; 2). Dr. Terrylina Arvinta M., S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Andhika Amalia .
Date Deposited:	14 Aug 2026 02:35
Last Modified:	14 Aug 2026 02:35
URI:	http://repository.unj.ac.id/id/eprint/70885

Actions (login required)

View Item