DEWI, FADIAH KHAILA (2026) PENGARUH SOCIAL MEDIA MARKETING, KEMASAN RAMAH LINGKUNGAN, DAN KESADARAN LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK COCA COLA PADA GENERASI Z JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of the digital era and increasing environmental awareness encourage companies to implement creative and sustainable marketing strategies. This study aims to analyze the influence of Social Media Marketing, Eco-Friendly Packaging, and Environmental Awareness on Purchase Decisions of Generation Z consumers with Brand Image as a mediating variable on Coca-Cola products in DKI Jakarta. This research is important to understand the behavior of young consumers who are the dominant market in the digital era and have concern for sustainability issues. The study population is Generation Z aged 18–27 years who have purchased Coca-Cola products. The sampling technique used purposive sampling with a total of 150 respondents. The study used a quantitative approach with an explanatory research design. Data were collected through online questionnaires and analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS. The results showed that Social Media Marketing had no effect on Purchase Decisions. In contrast, Eco-Friendly Packaging, Environmental Awareness, and Brand Image had a positive and significant effect on Purchase Decisions. In addition, Brand Image mediated the influence of Social Media Marketing and Eco-Friendly Packaging on Purchase Decisions, but did not mediate the influence of Environmental Awareness on Purchase Decisions. Keywords: Social Media Marketing, Eco-Friendly Packaging, Environmental Awareness, Brand Image, Purchase Decision Perkembangan era digital dan meningkatnya kesadaran lingkungan mendorong perusahaan menerapkan strategi pemasaran yang kreatif dan berkelanjutan. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing, Kemasan Ramah Lingkungan, dan Kesadaran Lingkungan terhadap Keputusan Pembelian konsumen Generasi Z dengan Citra Merek sebagai variabel mediasi pada produk Coca-Cola di DKI Jakarta. Penelitian ini penting untuk memahami perilaku konsumen muda yang menjadi pasar dominan di era digital serta memiliki kepedulian terhadap isu keberlanjutan. Populasi penelitian adalah Generasi Z berusia 18–27 tahun yang pernah membeli produk Coca-Cola. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 150 orang. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa Social Media Marketing tidak berpengaruh terhadap Keputusan Pembelian. Sebaliknya, Kemasan Ramah Lingkungan, Kesadaran Lingkungan, dan Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Selain itu, Citra Merek memediasi pengaruh Social Media Marketing dan Kemasan Ramah Lingkungan terhadap Keputusan Pembelian, namun tidak memediasi pengaruh Kesadaran Lingkungan terhadap Keputusan Pembelian. Kata Kunci: Social Media Marketing, Kemasan Ramah Lingkungan, Kesadaran Lingkungan, Citra Merek, Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43122010123 |
| Uncontrolled Keywords: | Social Media Marketing, Kemasan Ramah Lingkungan, Kesadaran Lingkungan, Citra Merek, Keputusan Pembelian |
| 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 13 May 2026 04:44 |
| Last Modified: | 13 May 2026 04:44 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/102171 |
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