PAMBUDI, CIKAL BAGUS (2025) PENGARUH KARMIC BELIEF, PERSONAL NORM DAN ATTITUDE TERHADAP GREEN PURCHASE INTENTION PADA KONSUMEN GENERASI Z. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of Karmic Belief and Personal Norm on Green Purchase Intention among Generation Z consumers in Indonesia, with Attitude as a mediating variable. The background to this research is driven by increasingly critical environmental issues, such as the 2–4% increase in national waste production per year, reaching 68.5 million tons by 2022, and urban air pollution contributing to more than 123,000 premature deaths by 2023. This study used a quantitative approach through an online survey in five provincial capitals on the island of Java (Jakarta, Bandung, Semarang, Yogyakarta, and Surabaya). Data were obtained from 230 Generation Z respondents aged 17–23 and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that Karmic Belief has a significant effect on Attitude (β = 0.482; t = 8.317; p < 0.001) and Green Purchase Intention, both directly and indirectly. Personal Norm also had a positive influence on Attitude (β = 0.436; t = 7.215; p < 0.001) and indirectly increased Green Purchase Intention through Attitude's mediation. Furthermore, Attitude proved to be a strong predictor of Green Purchase Intention (β = 0.529; t = 10.221; p < 0.001). The structural model yielded an R² value of 0.67, indicating strong predictive accuracy, and a Q² value confirmed its predictive relevance. Theoretically, this study enriches the literature on pro-environmental purchasing behavior by integrating moral values and a karmic perspective into consumer behavior models. Practically, the results recommend that companies and policymakers emphasize moral responsibility, spiritual beliefs, and environmental awareness in sustainable marketing strategies aimed at Generation Z. Keywords: Karmic Belief, Personal Norm, Attitude, Green Purchase Intention, Generation Z Penelitian ini bertujuan untuk menganalisis pengaruh Karmic Belief, Personal Norm dan Attitude terhadap Green Purchase Intention pada konsumen Generasi Z di Indonesia. Latar belakang penelitian ini didorong oleh permasalahan lingkungan yang semakin kritis, seperti peningkatan produksi sampah nasional sebesar 2–4% per tahun yang mencapai 68,5 juta ton pada 2022, serta polusi udara perkotaan yang menyumbang lebih dari 123.000 kematian prematur pada 2023. Penelitian ini menggunakan pendekatan kuantitatif melalui survei online di lima ibu kota provinsi di Pulau Jawa (Jakarta, Bandung, Semarang, Yogyakarta, dan Surabaya). Data diperoleh dari 230 responden Generasi Z berusia 17–23 tahun dan dianalisis dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Karmic Belief berpengaruh signifikan terhadap Attitude (β = 0,482; t = 8,317; p < 0,001) dan Green Purchase Intention baik secara langsung maupun tidak langsung. Personal Norm juga memiliki pengaruh positif terhadap Attitude (β = 0,436; t = 7,215; p < 0,001) dan Attitude terbukti menjadi prediktor kuat terhadap Green Purchase Intention (β = 0,529; t = 10,221; p < 0,001). Model struktural menghasilkan nilai R² = 0,67 yang menunjukkan akurasi prediksi kuat, serta nilai Q² yang mengonfirmasi relevansi prediktif. Secara teoritis, penelitian ini memperkaya literatur mengenai perilaku pembelian pro-lingkungan dengan mengintegrasikan nilai moral dan perspektif karma dalam model perilaku konsumen. Secara praktis, hasil penelitian merekomendasikan agar perusahaan dan pembuat kebijakan menekankan tanggung jawab moral, keyakinan spiritual, serta kesadaran lingkungan dalam strategi pemasaran berkelanjutan yang ditujukan kepada Generasi Z. Kata Kunci: Karmic Belief, Personal Norm, Attitude, Green Purchase Intention, Generasi Z
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010011 |
| Uncontrolled Keywords: | Karmic Belief, Personal Norm, Attitude, Green Purchase Intention, Generasi Z |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.7 Faith/Keyakinan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan 100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 179 Other Ethical Norms/Norma Etika Lainnya |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 17 Jan 2026 07:34 |
| Last Modified: | 17 Jan 2026 07:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100591 |
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