PENGARUH GREEN PRODUCT, GREEN AWARENESS, DAN GREEN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA INDUSTRI FASHION UNIQLO DI JAKARTA BARAT

WIBOWO, ALDI SESA (2026) PENGARUH GREEN PRODUCT, GREEN AWARENESS, DAN GREEN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA INDUSTRI FASHION UNIQLO DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the influence of Green Product, Green Awareness, and Green Lifestyle on consumer purchase decisions for Uniqlo Fashion products in West Jakarta. The study involved 115 respondents residing in West Jakarta who had previously purchased Uniqlo products. A quantitative approach was employed using purposive sampling technique. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach through SmartPLS 4 software. The results indicate that all independent variables Green Product, Green Awareness, and Green Lifestyle have a positive and significant effect on consumer purchase decisions. These findings suggest that sustainability aspects and environmentally friendly lifestyles play an important role in influencing consumers’ decisions to purchase Uniqlo Fashion products. Keywords: Green Product, Green Awareness, Green Lifestyle, Purchase Decision, Uniqlo. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Green Product, Green Awareness, dan Green Lifestyle terhadap keputusan pembelian konsumen pada produk Fashion Uniqlo di Jakarta Barat. Penelitian ini melibatkan 115 responden yang berdomisili di Jakarta Barat serta telah melakukan pembelian produk Uniqlo. Pendekatan yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling. Pengolahan data dilakukan menggunakan metode Structural Equation Modeling (SEM) melalui pendekatan Partial Least Square (PLS) dengan bantuan aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa seluruh variabel independen, yaitu Green Product, Green Awareness, dan Green Lifestyle, terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Temuan ini mengindikasikan bahwa aspek keberlanjutan dan gaya hidup ramah lingkungan menjadi faktor penting yang mendorong konsumen dalam menentukan keputusan pembelian terhadap produk Fashion Uniqlo. Kata kunci: Green Product, Green Awareness, Green Lifestyle, Keputusan Pembelian, Uniqlo.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010211
Uncontrolled Keywords:	Green Product, Green Awareness, Green Lifestyle, Keputusan Pembelian, Uniqlo.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 322 Relation of The State of Organized Groups/Hubungan Negara dengan Kelompok Sosial yang Terorganisir > 322.3 Business and Industry/Bisnis dan Industri 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion 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:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	25 Apr 2026 04:33
Last Modified:	25 Apr 2026 04:33
URI:	http://repository.mercubuana.ac.id/id/eprint/102075

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