PADMAWATI, SALSYABRINA (2025) PENGARUH GREEN PRODUCT, GREEN AWARENESS, DAN AKTIVITAS CORPPORATE SOCIAL RESPONSIBILITY TERHADAP GREEN PURCHASE INTENTION PADA PRODUK RINSO PADA GENERASI Z. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Indonesia faces a serious problem related to environmental pollution due to plastic waste, making it the second largest producer of marine plastic waste in the world. Companies such as Unilever have innovated by presenting environmentally friendly products, such as Rinso, which is the pioneer of the first recycled sachet detergent in Indonesia. This study aims to analyze the influence of Green Product, Green Awareness, and Corporate Social Responsibility Activities on Green Purchase Intention on Rinso products among Generation Z. The type of research used is quantitative with a causal analysis method. The sample taken was 170 respondents, using a purposive sampling technique. Data analysis was carried out using Partial Least Square (PLS) version 4.0. The results of the study indicate that Green Product has a positive and significant influence on Green Purchase Intention, Green Awareness has a positive and significant influence on Green Purchase Intention, and Corporate Social Responsibility Activities have a positive and significant influence on Green Purchase Intention on Rinso products. Keywords: Green Product, Green Awareness, Corporate Social Responsibility Activities, Green Purchase Intention Indonesia menghadapi masalah serius terkait pencemaran lingkungan akibat limbah plastik sehingga menduduki peringkat kedua sebagai negara penghasil sampah plastik laut terbanyak di dunia. Perusahaan seperti Unilever telah melakukan inovasi dengan menghadirkan produk ramah lingkungan, seperti Rinso yang menjadi pelopor detergen kemasan sachet daur ulang pertama di Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh Green Product, Green Awareness, dan Aktivitas Corporate Social Responsibility terhadap Green Purchase Intention pada Produk Rinso pada generasi Z. Jenis penelitian yang digunakan adalah kuantitatif dengan metode analisis kausal. Sampel yang diambil berjumlah 170 responden, menggunakan teknik purposive sampling. Analisis data dilakukan dengan menggunakan Partial Least Square (PLS) versi 4.0. Hasil penelitian menunjukkan bahwa Green Product memiliki pengaruh positif dan signifikan terhadap Green Purchase Intention, Green Awareness memiliki pengaruh positif dan signifikan terhadap Green Purchase Intention, dan Aktivitas Corporate Social Responsibility memiliki pengaruh positif dan signifikan terhadap Green Purchase Intention pada produk Rinso. Kata Kunci: Green Product, Green Awareness, Corporate Social Responsibility, Green Purchase Intention
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43121120032 |
| Uncontrolled Keywords: | Green Product, Green Awareness, Corporate Social Responsibility, Green Purchase Intention |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 174 Occupational Ethics/Etika Jabatan, Etika Profesi > 174.4 Business Ethics/Etika Bisnis 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen 700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto > 771.4 Darkroom and Studio Practice/Proses Pencucian dan Pencetakan Foto di Studio dan Kamar Gelap > 771.47 Waste Technology/Limbah |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 20 Jul 2026 03:53 |
| Last Modified: | 20 Jul 2026 03:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/102520 |
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