PENGARUH ENVIROMENTAL KNOWLEDGE, GREEN WOM, DAN GREEN ADVERTISING TERHADAP PURCHASE INTENTION DENGAN ATTITUDE TOWARD GREEN PRODUCT SEBAGAI VARIABEL MEDIASI (STUDI PADA PRODUK LUSH COSMETICS DI JAKARTA)

MARLIYANI, PUTRI (2025) PENGARUH ENVIROMENTAL KNOWLEDGE, GREEN WOM, DAN GREEN ADVERTISING TERHADAP PURCHASE INTENTION DENGAN ATTITUDE TOWARD GREEN PRODUCT SEBAGAI VARIABEL MEDIASI (STUDI PADA PRODUK LUSH COSMETICS DI JAKARTA). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study focuses on the increasingly concerning environmental issues, particularly the waste problem associated with cosmetic product packaging. The aim of this research is to analyze the influence of Environmental Knowledge, Green WOM, and Green Advertising on Purchase Intention, with Attitude Toward Green as a mediating variable. This research adopts a descriptive quantitative design involving 216 respondents from Central Jakarta. Data analysis was conducted using Smart PLS 3.0. The results show that all independent variables have a positive and significant impact on Attitude Toward Green and Purchase Intention, both directly and through the mediation of Attitude Toward Green. This study provides insights into factors influencing interest in environmentally friendly Cosmetics. Keywords: Environmental Knowledge, Green WOM, Green Advertising, Attitude Toward Green, Purchase Intention, Lush Cosmetics, Environmentally Friendly Cosmetics. Penelitian ini berfokus pada fenomena permasalahan lingkungan yang kian memprihatinkan tentang isu sampah khususnya sampah limbah kemasan produk kecantikan. Tujuan penelitian ini adalah menganalisis pengaruh Environmental Knowledge, Green WOM, dan Green Advertising terhadap Purchase Intention, dengan Attitude Toward Green sebagai variabel mediasi. Penelitian ini menggunakan desain deskriptif kuantitatif dengan 216 responden di DKI Jakarta. Analisis data dilakukan menggunakan Smart PLS 3.0. Hasil penelitian menunjukkan bahwa semua variabel independen memiliki pengaruh positif dan signifikan terhadap Attitude Toward Green dan Purchase Intention, baik secara langsung maupun melalui mediasi Attitude Toward Green. Penelitian ini memberikan wawasan tentang faktor yang memengaruhi minat terhadap kosmetik ramah lingkungan. Kata kunci: Environmental Knowledge, Green WOM, Green Advertising, Attitude Toward Green, Purchase Intention, Lush Cosmetics, Kosmetik Ramah Lingkungan

Item Type: Thesis (S2)
Call Number CD: CD/551. 25 056
NIM/NIDN Creators: 55122120078
Uncontrolled Keywords: Environmental Knowledge, Green WOM, Green Advertising, Attitude Toward Green, Purchase Intention, Lush Cosmetics, Kosmetik Ramah Lingkungan
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 174 Occupational Ethics/Etika Jabatan, Etika Profesi > 174.1 Clergy/Etika Karyawan
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Pascasarjana > Magister Manajemen
Depositing User: khalimah
Date Deposited: 08 Oct 2025 07:42
Last Modified: 08 Oct 2025 07:42
URI: http://repository.mercubuana.ac.id/id/eprint/98907

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