SAFITRI, DIAN (2025) PENGARUH GREEN PRODUCT, GREEN PRICE, DAN ENVIRONMENTAL AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK NPURE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the influence of green product, green price, and environmental awareness on purchasing decisions for Npure products. The background of the study is the rapid growth of skincare in Indonesia and the environmental issues caused by the use of plastic packaging for skincare products. The population in this study were Npure product users throughout Tangerang. The number of samples used was 185 respondents with sample selection criteria involving respondents who had purchased Npure products at least once, as well as young consumers aged 18-25 years who live in Tangerang City, Banten. This study uses a quantitative approach with the technique used is non-probability sampling, specifically with the purposive sampling method. Data were collected using a questionnaire via Google Form. Data analysis in this study was carried out using SmartPLS 3.0 software for Structural Equation Modeling (SEM). The findings of the analysis indicate that the variables green product, green price, and environmental awareness have a positive and significant effect on purchasing decisions for Npure products. Keywords: Green Product, Green Price, Environmental Awareness, Purchasing Decisions Penelitian ini bertujuan untuk menguji pengaruh green product, green price, dan environmental awareness terhadap keputusan pembelian pada produk Npure. Latar belakang penelitian adalah pesatnya pertumbuhan skincare di Indonesia. dan adanya isu terhadap lingkungan akibat penggunaan kemasan plastik dari produk skincare. Populasi dalam penelitian ini adalah pengguna produk Npure di seluruh Tangerang. Jumlah sampel yang digunakan sebanyak 185 responden dengan kriteria pemilihan sampel melibatkan responden yang minimal pernah membeli produk Npure sekali, serta konsumen muda dengan rentang usia 18-25 tahun yang berdomisil di Kota Tangerang, Banten. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik yang digunakan adalah non-probability sampling, khususnya dengan metode purposive sampling. Data di kumpulkan menggunakan kuesioner melalui Google Form. Analisis data pada penelitian ini dilaksanakan dengan menggunakan perangkat lunak SmartPLS 3.0 untuk Structural Equation Modelling (SEM). Temuan dari analisis tersebut mengindikasikan bahwa variabel green product, green price, dan environmental awareness berpengaruh positif dan signifikan terhadap keputusan pembelian produk Npure. Kata Kunci : Green Product, Green Price, Environmental Awareness, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 25 348 |
| NIM/NIDN Creators: | 43121010121 |
| Uncontrolled Keywords: | Green Product, Green Price, Environmental Awareness, Keputusan Pembelian |
| Subjects: | 600 Technology/Teknologi > 630 Agriculture and Related Technologies/Pertanian dan Teknologi Terkait > 632 Plant Injuries, Diseases, Pests/Cedera, Penyakit, dan Hama > 632.1 Damages Caused by Environmental Factors/Kerusakan Disebabkan oleh Faktor 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 14 Oct 2025 02:29 |
| Last Modified: | 14 Oct 2025 02:29 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/99201 |
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