PERAN PERILAKU GENERASI X DALAM MEMODERASI HUBUNGAN ANTARA GREEN KNOWLEDGE, GREENAWARENESS, GREEN PERCEIVED QUALITY, GREEN ECONOMIC VALUE DENGAN GREEN PURCHASE INTENTION PADA PRODUK GREEN TURF EQUIPMENT

FITRIYAH, RAHMAWATI (2025) PERAN PERILAKU GENERASI X DALAM MEMODERASI HUBUNGAN ANTARA GREEN KNOWLEDGE, GREENAWARENESS, GREEN PERCEIVED QUALITY, GREEN ECONOMIC VALUE DENGAN GREEN PURCHASE INTENTION PADA PRODUK GREEN TURF EQUIPMENT. S2 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 COVER.pdf Download (378kB) | Preview
	Text (BAB I) 02 BAB 1.pdf Restricted to Registered users only Download (205kB)
	Text (BAB II) 03 BAB 2.pdf Restricted to Registered users only Download (449kB)
	Text (BAB III) 04 BAB 3.pdf Restricted to Registered users only Download (318kB)
	Text (BAB IV) 05 BAB 4.pdf Restricted to Registered users only Download (589kB)
	Text (BAB V) 06 BAB 5.pdf Restricted to Registered users only Download (38kB)
	Text (DAFTAR PUSTAKA) 07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (207kB)
	Text (LAMPIRAN) 08 LAMPIRAN.pdf Restricted to Registered users only Download (132kB)

Abstract

Environmental sustainability is a growing concern, particularly in the golf industry, which generates high ecological impact due to intensive energy use, chemicals, and turf maintenance. In Indonesia, the adoption of green turf equipment remains low, especially among Generation X decision-makers. This study investigates the influence of Green Knowledge, Green Awareness, Green Perceived Quality, and Green Economic Value on Green Purchase Intention, with Generation X Behavior as a moderating variable. Using SEM-PLS on 142 Generation X respondents in the golf industry, results indicate that Green Knowledge and Green Perceived Quality significantly affect purchase intention, while Green Awareness and Green Economic Value do not. Generation X behavior does not moderate the relationships. Keywords: Green Knowledge, Green Awareness, Green Perceived Quality, Green Economic Value, Green Purchase Intention, Generation X Behavior Isu keberlanjutan lingkungan semakin penting, termasuk dalam industri olahraga seperti golf yang memiliki jejak karbon tinggi akibat konsumsi energi dan bahan kimia untuk pemeliharaan turf. Di Indonesia, adopsi teknologi ramah lingkungan seperti green turf equipment masih rendah. Penelitian ini mengkaji pengaruh Green Knowledge, Green Awareness, Green Perceived Quality, dan Green Economic Value terhadap Green Purchase Intention, dengan perilaku Generasi X sebagai variabel moderasi. Menggunakan SEM-PLS pada 142 pengambil keputusan Generasi X di industri golf, hasil menunjukkan bahwa Green Knowledge dan Green Perceived Quality berpengaruh signifikan terhadap niat beli, sedangkan Green Awareness dan Green Economic Value tidak. Perilaku Generasi X tidak memoderasi hubungan antar variabel. Temuan ini menunjukkan bahwa pengetahuan dan persepsi kualitas menjadi kunci dalam mendorong pembelian produk berkelanjutan pada produk green turf equipment. Kata kunci: Green Knowledge, Green Awareness, Green Perceived Quality, Green Economic Value, Green Purchase Intention, Perilaku Generasi X

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 25 063
NIM/NIDN Creators:	55123110097
Uncontrolled Keywords:	Green Knowledge, Green Awareness, Green Perceived Quality, Green Economic Value, Green Purchase Intention, Perilaku Generasi X
Subjects:	200 Religion/Agama > 240 Christian Moral and Devotional Theology/Moral Kristen dan Teologi Kebaktian > 241 Moral Theology/Teologi Moral dalam Agama Kristen > 241.6 Specific Moral Issues/Isu Moral Tertentu 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.4 Specific Fields of Accounting/Bidang Akuntansi Tertentu > 657.42 Cost Accounting/Akuntansi Biaya 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
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	09 Oct 2025 07:02
Last Modified:	09 Oct 2025 07:02
URI:	http://repository.mercubuana.ac.id/id/eprint/98948

Actions (login required)

View Item