LUMWARTONO, DONI (2025) PENGARUH STRATEGI GREEN INNOVATION DAN DIGITAL EXPERIENCE TERHADAP GREEN PURCHASE INTENTION MELALUI MEDIASI ENVIRONMENTAL AWARENESS PADA KONSUMEN GEN Z: STUDI KASUS PENGGUNAAN TUMBLER KOPI JANJI JIWA. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The significant growth of coffee consumption and the rapid adoption of digital technology among Generation Z consumers in Indonesia pose challenges in maintaining customer loyalty amid their dynamic preferences. This study examines the effects of Green Innovation and Digital Experience on Green Purchase Intention, with Environmental Awareness as a mediating variable. A quantitative survey was conducted on 250 Gen Z consumers who had made purchases at Janji Jiwa coffee shops using a personal tumbler, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that both Green Innovation and Digital Experience significantly influence Green Purchase Intention, both directly and indirectly through Environmental Awareness. Environmental Awareness plays a role as a partial mediator, amplifying the effect of green strategies on sustainable consumer behavior. These findings imply that combining green innovation and digital convenience with environmental education can strengthen Gen Z's intention to purchase eco-friendly products. The study contributes practical insights for F&B industry players to develop integrated sustainability strategies that align with the environmental values of Generation Z. Keywords: Green Innovation, Digital Experience, Green Purchase Intention, Environmental Awareness, Generation Z Consumers, Janji Jiwa Coffee Shop, Indonesia. Pertumbuhan konsumsi kopi dan adopsi teknologi digital yang pesat di kalangan konsumen Generasi Z di Indonesia menghadirkan tantangan dalam mempertahankan loyalitas pelanggan di tengah preferensi yang dinamis. Penelitian ini menganalisis pengaruh Inovasi Hijau dan Pengalaman Digital terhadap Niat Pembelian Hijau (Green Purchase Intention), dengan Kesadaran Lingkungan sebagai variabel mediasi. Data dikumpulkan melalui survei terhadap 250 responden Gen Z yang pernah membeli di Kedai Kopi Janji Jiwa menggunakan tumbler, dan dianalisis dengan teknik SEM-PLS. Hasil menunjukkan bahwa Inovasi Hijau dan Pengalaman Digital berpengaruh positif dan signifikan terhadap Niat Pembelian Hijau, baik secara langsung maupun tidak langsung melalui Kesadaran Lingkungan. Variabel mediasi tersebut terbukti memperkuat hubungan antara strategi hijau dan intensi pembelian konsumen. Temuan ini menunjukkan pentingnya penggabungan inovasi berkelanjutan, pengalaman digital, dan edukasi lingkungan untuk mendorong perilaku konsumsi ramah lingkungan di kalangan Gen Z. Penelitian ini memberikan implikasi praktis bagi pelaku industri F&B dalam menyusun strategi yang relevan dengan nilai-nilai keberlanjutan generasi muda. Kata kunci: Inovasi Hijau, Pengalaman Digital, Niat Pembelian Hijau (Green Purchase Intention), Kesadaran Lingkungan, Konsumen Perkotaan, Generasi Z, Kedai Kopi Janji Jiwa, Indonesia.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/551. 25 101 |
| NIM/NIDN Creators: | 55123120040 |
| Uncontrolled Keywords: | Inovasi Hijau, Pengalaman Digital, Niat Pembelian Hijau (Green Purchase Intention), Kesadaran Lingkungan, Konsumen Perkotaan, Generasi Z, Kedai Kopi Janji Jiwa, Indonesia. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi 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: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 20 Oct 2025 05:22 |
| Last Modified: | 20 Oct 2025 05:22 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/99518 |
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