PENGARUH GREEN LIFESTYLE, GREEN TRUST, DAN GREEN WOM TERHADAP MINAT BELI PRODUK RAMAH LINGKUNGAN (Studi pada produk The Body Shop di DKI Jakarta)

HOIROYANTI, SABIILA (2025) PENGARUH GREEN LIFESTYLE, GREEN TRUST, DAN GREEN WOM TERHADAP MINAT BELI PRODUK RAMAH LINGKUNGAN (Studi pada produk The Body Shop di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Increasing public awareness of environmental issues has driven the development of environmentally friendly products, particularly in the cosmetics and personal care industry. However, in purchasing environmentally friendly products, consumers still consider lifestyle suitability, the level of trust in environmental claims, and the influence of recommendations from the social environment. This study aims to analyze the influence of green lifestyle, green trust, and green word of mouth on the purchase intention of environmentally friendly products among The Body Shop consumers in DKI Jakarta. This study uses a quantitative approach by collecting data through questionnaires to 150 respondents using a purposive sampling technique. The data analysis method used is Partial Least Square (PLS) with the help of SmartPLS software. The results show that green lifestyle, green trust, and green word of mouth have a positive and significant effect on the purchase intention of environmentally friendly products. These findings are expected to be a basis for companies in designing sustainable marketing strategies to increase consumer purchasing interest. Keywords: Green Lifestyle, Green Trust, Green Word of Mouth, Purchase Intention, Environmentally Friendly Products Meningkatnya kesadaran masyarakat terhadap isu lingkungan mendorong berkembangnya produk ramah lingkungan, khususnya dalam industri kosmetik dan perawatan tubuh. Namun, dalam keputusan pembelian produk ramah lingkungan, konsumen masih mempertimbangkan kesesuaian gaya hidup, tingkat kepercayaan terhadap klaim lingkungan, serta pengaruh rekomendasi dari lingkungan sosial. Penelitian ini bertujuan untuk menganalisis pengaruh green lifestyle, green trust, dan green word of mouth terhadap minat beli produk ramah lingkungan pada konsumen The Body Shop di DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada 150 responden menggunakan teknik purposive sampling. Metode analisis data yang digunakan adalah Partial Least Square (PLS) dengan bantuan software SmartPLS. Hasil penelitian menunjukkan bahwa green lifestyle, green trust, dan green word of mouth berpengaruh positif dan signifikan terhadap minat beli produk ramah lingkungan. Temuan ini diharapkan dapat menjadi dasar bagi perusahaan dalam merancang strategi pemasaran berkelanjutan untuk meningkatkan minat beli konsumen. Kata Kunci: Green Lifestyle, Green Trust, Green Word of Mouth, Minat Beli, Produk Ramah Lingkungan.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43120010493
Uncontrolled Keywords:	Green Lifestyle, Green Trust, Green Word of Mouth, Minat Beli, Produk Ramah Lingkungan.
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.5 Psychological urges/Dorongan psikologis 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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	02 Sep 2026 08:27
Last Modified:	02 Sep 2026 08:27
URI:	http://repository.mercubuana.ac.id/id/eprint/103586

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