FAKTOR-FAKTOR YANG MEMENGARUHI NIAT MEMBELI PRODUK SUSTAINABLE SKINCARE PADA GENERASI Z DI JABODETABEK

AZAHRA PUTRI DEWI MUMPUNI, . (2026) FAKTOR-FAKTOR YANG MEMENGARUHI NIAT MEMBELI PRODUK SUSTAINABLE SKINCARE PADA GENERASI Z DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya tren gaya hidup berkelanjutan (sustainable lifestyle), khususnya di kalangan Generasi Z, yang turut mendorong minat terhadap produk sustainable skincare. Namun, kondisi tersebut belum sejalan dengan dominasi merek skincare di Indonesia, yang masih didominasi oleh merek non-sustainable. Fenomena ini menunjukkan bahwa peningkatan kesadaran terhadap keberlanjutan belum tentu diikuti oleh peningkatan niat pembelian terhadap merek sustainable skincare, sehingga diperlukan penelitian untuk mengidentifikasi faktor-faktor yang memengaruhi purchase intention konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, brand awareness, brand image, dan brand trust terhadap purchase intention secara parsial. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner menggunakan Google Form. Data dikumpulkan dari 250 responden Generasi Z yang lahir pada tahun 1997–2012, berdomisili di Jakarta, dan mengetahui merek From This Island. Selanjutnya, data dianalisis menggunakan IBM SPSS Statistics versi 27. Hasil penelitian menunjukkan bahwa social media marketing, brand awareness, brand image, dan brand trust berpengaruh positif dan signifikan terhadap purchase intention secara parsial. **** This study was motivated by the growing trend of sustainable lifestyles, particularly among Generation Z, which has increased interest in sustainable skincare products. However, this trend is not reflected in the Indonesian skincare market, where non-sustainable brands continue to dominate. This phenomenon indicates that increased awareness of sustainability does not necessarily lead to a higher intention to purchase sustainable skincare products. Therefore, this study was conducted to identify the factors influencing consumers' purchase intention toward sustainable skincare brands. The objective of this study is to examine the partial effects of social media marketing, brand awareness, brand image, and brand trust on purchase intention. A quantitative research approach was employed using a survey method, with data collected through a Google Forms questionnaire. The study involved 250 Generation Z respondents, born between 1997 and 2012, residing in Jakarta, and familiar with the brand From This Island. The collected data were analyzed using IBM SPSS Statistics Version 27. The findings indicate that social media marketing, brand awareness, brand image, and brand trust each have a positive and significant partial effect on purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, M.B.A.; 2). Inkreswari Retno Hardini, S.Kom., M.T.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Azahra Putri Dewi Mumpuni .
Date Deposited:	21 Aug 2026 01:47
Last Modified:	21 Aug 2026 01:47
URI:	http://repository.unj.ac.id/id/eprint/72685

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