SAFITRI, RIDHA RAHMA (2026) PENGARUH GREEN CAMPAIGN, GREEN KNOWLEDGE, DAN GREEN LABELING TERHADAP PURCHASE INTENTION PADA PRODUK SKINCARE MEREK SUKIN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of Green Campaigns, Green Knowledge, and Green Labeling on the purchase intention for Sukin brand skincare products. The background of this study is the increasing public awareness of environmental issues and the growing demand for eco-friendly skincare products. On the other hand, as competition in the Indonesian skincare industry intensifies, skincare companies must implement eco-friendly marketing strategies to attract customers to purchase their products. This study employs a quantitative approach and uses a survey method involving the distribution of questionnaires. The sample consisted of 119 respondents, selected using purposive sampling based on G*Power calculations, with the criteria being consumers who are aware of and interested in purchasing Sukin brand skincare products and who reside in DKI Jakarta. The data were analyzed using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) with the assistance of SmartPLS 4.0 software. The results of the study indicate that the Green Campaign has a positive but insignificant effect on the intention to purchase Sukin brand skincare products. Meanwhile, Green Knowledge and Green Labeling have positive and significant effects on the intention to purchase Sukin brand skincare products. Keywords: Green Campaign, Green Knowledge, Green Labeling, Purchase Intention, Sukin Penelitian ini bertujuan untuk menganalisis pengaruh Kampanye Hijau, Pengetahuan Hijau, dan Pelabelan Hijau, terhadap Minat Beli produk perawatan kulit merek Sukin. Latar belakang penelitian Adalah ini peningkatan kesadaran masyarakat terhadap isu lingkungan serta berkembangnya permintaan akan produk perawatan kulit ramah lingkungan. Di sisi lain, karena persaingan dalam industri perawatan kulit di Indonesia semakin ketat, perusahaan perawatan kulit harus menerapkan strategi pemasaran yang ramah lingkungan untuk menarik pelanggan untuk membeli produk mereka. Penelitian ini menggunakan pendekatan kuantitatif dan menggunakan metode survei melalui penyebaran kuesioner. Jumlah sampel 119 responden, yang dipilih menggunakan metode purposive sampling, didasarkan pada perhitungan G*Power, dengan kriteria responden merupakan konsumen yang mengetahui dan memiliki minat membeli produk skincare merek Sukin yang berdomisili di DKI Jakarta. Data dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Kampanye Hijau berdampak positif namun tidak signifikan terhadap keinginan untuk membeli produk perawatan kulit merek Sukin. Sementara itu, Pengetahuan Hijau dan Pelabelan Hijau berdampak positif dan signifikan terhadap keinginan untuk membeli produk perawatan kulit merek Sukin. Kata Kunci: Kampanye Hijau, Pengetahuan Hijau, Pelabelan Hijau, Minat Beli,Sukin.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43122010314 |
| Uncontrolled Keywords: | Kampanye Hijau, Pengetahuan Hijau, Pelabelan Hijau, Minat Beli,Sukin. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.5 Campaigns for Nominations/Kampanye 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 27 Aug 2026 03:31 |
| Last Modified: | 27 Aug 2026 03:31 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103450 |
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