PENGARUH ENVIRONMENTAL KNOWLEDGE, GREEN LIFESTYLE, DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE BODY SHOP

ADINTA, ANANDA DWI (2026) PENGARUH ENVIRONMENTAL KNOWLEDGE, GREEN LIFESTYLE, DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE BODY SHOP. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was conducted to examine the impact of environmental knowledge, green lifestyles, and corporate social responsibility on purchasing decisions regarding The Body Shop products, with a focus on Generation Z in Jakarta. The significance of this study stems from the growing interest among young people in environmental issues and the relevance of implementing sustainable business practices as an effective strategy for anticipating consumer responses.To achieve this objective, the researcher adopted a quantitative approach by distributing an online questionnaire to 119 respondents comprising members of Generation Z who were familiar with The Body Shop products. Sample selection was conducted using purposive sampling to ensure the respondents’ characteristics align with the profile of the target population. To analyze the collected data, the researcher utilized the Partial Least Squares – Structural Equation Modeling (PLS-SEM) method via the SmartPLS 4.0 software.Based on the research results, it was found that environmental knowledge and corporate social responsibility have a positive and significant influence on consumer purchasing decisions. Conversely, a green lifestyle does not show a significant influence on these purchasing decisions. Furthermore, environmental knowledge plays a role in increasing consumer awareness of the urgency of using environmentally friendly products, while corporate social responsibility. Keywords: Environmental Knowledge, Green Lifestyle, Corporate Social Responsibility, Purchase Decision, Generation Z, The Body Shop. Penelitian ini dilakukan untuk mengkaji pengaruh pengetahuan lingkungan, gaya hidup ramah lingkungan, dan tanggung jawab sosial perusahaan terhadap keputusan pembelian produk The Body Shop, dengan fokus pada Generasi Z di Jakarta. Signifikansi penelitian ini berasal dari meningkatnya minat kaum muda terhadap isu-isu lingkungan serta relevansi penerapan praktik bisnis berkelanjutan sebagai strategi yang efektif untuk mengantisipasi respons konsumen. Dalam meraih tujuan penelitian, pendekatan kuantitatif diterapkan peneliti dengan mendistribusikan kuesioner daring kepada 119 responden yang terdiri dari anggota Generasi Z yang mengenal produk The Body Shop. Pemilihan sampel dilakukan dengan menggunakan sampling purposif untuk memastikan karakteristik responden sesuai dengan profil populasi sasaran. Untuk menganalisis data yang terkumpul, peneliti menggunakan metode Partial Least Squares – Structural Equation Modeling (PLS SEM) dengan memanfaatkan program SmartPLS 4.0. Temuan yang didapat menjelaskan bahwa pengetahuan lingkungan dan tanggung jawab sosial perusahaan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Sebaliknya, gaya hidup ramah lingkungan tidak menunjukkan pengaruh yang signifikan terhadap keputusan pembelian tersebut. Selain itu, pengetahuan lingkungan berperan dalam meningkatkan kesadaran konsumen mengenai urgensi penggunaan produk ramah lingkungan, sementara tanggung jawab sosial perusahaan Kata Kunci: Environmental Knowledge, Green Lifestyle, Corporate Social Responsibility, Keputusan Pembelian, Generasi Z, The Body Shop

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010176
Uncontrolled Keywords:	Environmental Knowledge, Green Lifestyle, Corporate Social Responsibility, Keputusan Pembelian, Generasi Z, The Body Shop
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 > 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 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 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:	23 Sep 2026 14:13
Last Modified:	23 Sep 2026 14:13
URI:	http://repository.mercubuana.ac.id/id/eprint/104087

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