ILSANTI, DIVA KARMELIA (2026) PENGARUH GREEN PACKAGING, ENVIRONMENTAL KNOWLEDGE, DAN GREEN ADVERTISING TERHADAP GREEN PURCHASE INTENTION PRODUK SKINCARE AVOSKIN. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
COVER.pdf Download (732kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB 1.pdf Restricted to Registered users only Download (377kB) |
|
|
Text (BAB II)
BAB 2.pdf Restricted to Registered users only Download (520kB) |
|
|
Text (BAB III)
BAB 3.pdf Restricted to Registered users only Download (376kB) |
|
|
Text (BAB IV)
BAB 4.pdf Restricted to Registered users only Download (517kB) |
|
|
Text (BAB V)
BAB 5.pdf Restricted to Registered users only Download (365kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFPUS.pdf Restricted to Registered users only Download (318kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (1MB) |
Abstract
This study aims to analyze the influence of Green Packaging, Environmental Knowledge, and Green Advertising on Green Purchase Intention of Avoskin Skincare products. The background of this study is based on the increasing awareness of consumers, especially the younger generation, towards environmental issues and the growing trend of using environmentally friendly Skincare products. This study uses a quantitative approach with a Questionnaire method. The sampling technique used is purposive sampling with a sample of 119 respondents based on the G*power formula, with the respondent criteria being consumers who know Avoskin Skincare products. Data were obtained through questionnaires and analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) through SmartPLS 4.0 Software. Data analysis includes Outer Model testing consisting of Convergent Validity, Discriminant Validity, Composite Reliability, and Cronbach's Alpha, as well as Inner Model testing including R-Square, F-Square, Q-Square, and hypothesis testing. The results showed that Green Packaging and Environmental Knowledge had a positive and significant effect on green buying intention for Avoskin Skincare products in the Jakarta area. Meanwhile, Green Advertising had a positive but insignificant effect on Green Purchase Intention. Keywords: Green Packaging, Environmental Knowledge, Green Advertising, Green Purchase Intention. Penelitian ini bertujuan untuk menganalisis pengaruh Green Packaging, Environmental Knowledge, dan Green Advertising terhadap Green Purchase Intention produk Skincare Avoskin. Latar belakang penelitian ini didasari oleh meningkatnya kesadaran konsumen, khususnya generasi muda, terhadap isu lingkungan serta berkembangnya tren penggunaan produk Skincare ramah lingkungan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Kuisioner. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan sampel sebanyak 119 responden berdasarkan rumus G*power, dengan kriteria responden yaitu konsumen yang mengetahui produk Skincare Avoskin. Data diperoleh melalui penyebaran kuesioner dan dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) melalui perangkat lunak SmartPLS 4.0. Analisis data meliputi pengujian Outer Model yang terdiri dari uji validitas konvergen, validitas diskriminan, Composite Reliability, dan Cronbach’s Alpha, serta pengujian Inner Model yang meliputi R-Square, F Square, Q-Square, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa Green Packaging dan Environmental Knowledge berpengaruh positif dan signifikan terhadap Green Purchase Intention produk Skincare Avoskin wilayah jakarta. Sementara itu, Green Advertising berpengaruh positif namun tidak signifikan terhadap Green Purchase Intention. Kata Kunci: Green Packaging, Environmental Knowledge, Green Advertising, Green Purchase Intention
Actions (login required)
 |
View Item |
