AMARDITA, AULIA (2026) PENGARUH GREEN PRODUCT, PERCEIVED VALUE DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH (STUDI PADA KALANGAN GENERASI Z DI JAKARTA). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the influence of Green Product, Perceived Value, and Influencer Marketing on purchasing decisions for Wardah cosmetic products among Generation Z in Jakarta. Green Product are products that do not harm the environment and are recyclable, making them more environmentally friendly. Perceived Value refers to the benefits consumers perceive in relation to the total cost or sacrifice made to acquire a product. Influencer Marketing is a digital marketing strategy that uses well-known or influential figures on social media to influence consumer opinions and decisions. Consumers make choices about what to purchase based on their preferences during various phases of the purchasing process. This study employed a causal research design and quantitative methodology. The method used was purposive sampling, with 105 respondents, consisting of Generation Z women in the Jakarta area who use Wardah cosmetics. A survey approach using a Google Form-based questionnaire was used to collect data. The data analysis technique used was Partial Least Squares (PLS). According to the study results, Generation Z in Jakarta's decision to purchase Wardah cosmetics is positively and significantly influenced by Eco-Friendly Products, Perceived Value, and Influencer Marketing. Keywords: Green product, Perceived value, Influencer marketing, Purchase Decision, Generation Z. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Green Product, Perceived Value dan Influencer Marketing terhadap keputusan pembelian produk kosmetik Wardah pada kalangan Generasi Z di Jakarta. Green Product adalah produk yang tidak merusak lingkungan dan dapat didaur ulang, sehingga lebih ramah lingkungan. Manfaat yang dirasakan konsumen terkait dengan biaya keseluruhan atau pengorbanan yang dilakukan untuk mendapatkan suatu produk disebut sebagai Perceived Value. Influencer Marketing adalah strategi pemasaran digital yang menggunakan tokoh terkenal atau berpengaruh di media sosial untuk memengaruhi opini dan keputusan konsumen. Konsumen membuat pilihan tentang apa yang akan dibeli berdasarkan preferensi mereka selama berbagai fase proses pembelian. Penelitian ini menggunakan desain penelitian kausal dan metodologi kuantitatif. Metode yang digunakan adalah purposive sampling, dengan 105 responden merupakan Perempuan Generasi Z di wilayah Jakarta yang menggunakan kosmetik Wardah. Pendekatan survei menggunakan kuesioner berbasis Google Form sebagai alat penelitian digunakan untuk mengumpulkan data. Partial Least Squares (PLS) adalah teknik analisis data yang digunakan. Menurut temuan penelitian, keputusan Generasi Z di Jakarta untuk membeli kosmetik Wardah dipengaruhi secara positif dan signifikan oleh Green Product, Perceived Value dan Influencer Marketing. Kata Kunci: Green product, Perceived value, Influencer marketing, Keputusan Pembelian, Generasi Z.
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