Faktor-Faktor yang Mempengaruhi Perilaku Pembelian Produk Perawatan Diri Ramah Lingkungan di Jabodetabek
DOI:
https://doi.org/10.31004/joecy.v5i2.587Keywords:
perilaku pembelian, produk perawatan diri, produk kosmetik, ramah lingkungan, S-O-RAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh green marketing, advertisement, packaging, price, dan brand loyalty terhadap purchase behavior pada merek produk perawatan diri ramah lingkungan di wilayah Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif, dengan pengumpulan data melalui kuesioner online yang disebarkan menggunakan Google Forms. Teknik pengambilan sampel yang diterapkan adalah non-probability sampling dengan metode purposive sampling. Teknik ini dipilih karena peneliti menentukan kriteria khusus untuk responden. Oleh karena itu, kuesioner disebarkan kepada 242 responden dari generasi Milenial dan Gen Z yang telah menggunakan produk perawatan diri ramah lingkungan di Jabodetabek. Untuk menganalisis data, penelitian ini menggunakan Structural Equation Modeling (SEM), dengan pengolahan data yang dilakukan menggunakan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa green marketing, advertisement, packaging, dan price memiliki pengaruh positif dan signifikan terhadap purchase behavior. Selain itu, price berfungsi sebagai mediator yang signifikan dalam hubungan antara green marketing, advertisement, dan packaging terhadap purchase behavior. Di sisi lain, brand loyalty memperkuat pengaruh green marketing dan packaging, tetapi tidak berpengaruh dalam hubungan antara advertisement dan purchase behavior. Temuan ini mengidentifikasi faktor-faktor utama yang mempengaruhi keputusan pembelian produk ramah lingkungan dan memberikan wawasan penting bagi merek yang menargetkan konsumen dari generasi Milenial dan Gen Z.
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