HESTANTA, THOMAS EKO (2025) GREEN TRUST MEMEDIASI MARKETING ENVIRONMENTAL, ENERGI EFISIENSI, DAN BUILDING ATMOSPHERE TERHADAP SUSTAINABLE PURCHASE DECISION KONSUMEN APARTEMEN GREEN BUILDING JABODETABEK. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study analyzes the role of Green Trust as a mediating variable in the relationship between Marketing Environmental, Energy Efficiency, and Building Atmosphere toward Sustainable Purchase Decision of consumers of green apartment buildings in the Greater Jakarta (Jabodetabek) area. Growing awareness of sustainability issues has encouraged developers to integrate Marketing Environmental strategies through transparent eco-friendly communication, adopt Energy Efficiency in building systems, and create a Building Atmosphere that is healthy, comfortable, and aligned with ecological principles. Using a quantitative approach, data were collected through questionnaires distributed to residents and potential buyers of green apartments, then analyzed with Structural Equation Modeling (SEM) to test direct and indirect relationships among variables. The results show that Marketing Environmental, Energy Efficiency, and Building Atmosphere positively influence the formation of Green Trust, which significantly mediates their impact on Sustainable Purchase Decision. This indicates that consumer trust in the environmental commitment of developers is a strategic factor in shaping sustainable purchasing behavior. Theoretically, the research enriches literature on green marketing and consumer behavior, while practically it provides implications for developers to strengthen environmental communication, apply energy-saving technologies, and design atmospheres that support eco-living as a basis for competitive advantage in the sustainable property sector. Keywords: Green Trust, Marketing Environmental, Energi Efisiensi, Building Atmosfer, Sustainable Purchase Decision, Apartemen Green Building. Penelitian ini menganalisis peran Green Trust sebagai variabel mediasi dalam hubungan antara Marketing Environmental, Energi Efisiensi, dan Building Atmosphere terhadap Sustainable Purchase Decision konsumen apartemen Green Building di kawasan Jabodetabek. Kesadaran masyarakat yang terus meningkat mengenai isu keberlanjutan mendorong pengembang untuk mengintegrasikan strategi Marketing Environmental melalui komunikasi nilai ramah lingkungan yang transparan, menerapkan Energi Efisiensi dalam sistem bangunan, serta menciptakan Building Atmosphere yang sehat, nyaman, dan selaras dengan prinsip ekologi. Penelitian ini menggunakan pendekatan kuantitatif dengan penyebaran kuesioner kepada penghuni maupun calon penghuni apartemen berkonsep hijau, kemudian dianalisis dengan metode Structural Equation Modeling (SEM) untuk menguji hubungan langsung dan tidak langsung antarvariabel. Hasil penelitian menunjukkan bahwa Marketing Environmental, Energi Efisiensi, dan Building Atmosphere berpengaruh positif terhadap terbentuknya Green Trust, yang secara signifikan memediasi dampaknya pada Sustainable Purchase Decision. Hal ini menegaskan bahwa kepercayaan konsumen terhadap komitmen hijau pengembang merupakan faktor strategis dalam memperkuat perilaku pembelian berkelanjutan. Secara teoritis, penelitian ini memperkaya literatur pemasaran hijau dan perilaku konsumen, sedangkan secara praktis memberikan implikasi bagi pengembang untuk memperkuat komunikasi lingkungan, mengoptimalkan teknologi hemat energi, serta menciptakan atmosfer hunian yang mendukung eco-living sebagai keunggulan kompetitif dalam industri properti berkelanjutan. Kata kunci: Green Trust, Marketing Environmental, Energi Efisiensi, Building Atmosfer, Sustainable Purchase Decision, Apartemen Green Building.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CD/551. 26 002 |
| NIM/NIDN Creators: | 55123120013 |
| Uncontrolled Keywords: | Green Trust, Marketing Environmental, Energi Efisiensi, Building Atmosfer, Sustainable Purchase Decision, Apartemen Green Building. |
| Subjects: | 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 12 Feb 2026 07:41 |
| Last Modified: | 12 Feb 2026 07:41 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100917 |
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