WARDANA, NANDI (2026) PENGARUH GREEN LIFESTYLE, GREEN PROMOTION, DAN KARAKTERISTIK DEMOGRAFI TERHADAP GREEN PURCHASE INTENTION MELALUI GREEN TRUST PADA HUNIAN HIJAU PERUMNAS DI JAWA BARAT. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effects of green lifestyle, green promotion, and demographic characteristics on green purchase intention, with green trust as a mediating variable in green housing projects developed by Perum Perumnas in West Java. The study employs a quantitative approach using a survey method, with data collected through perception-based questionnaires distributed to 210 respondents selected through cluster sampling across three green housing projects. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that green promotion has a positive and significant effect on green trust and green purchase intention, and green trust has a significant effect on green purchase intention. In addition, demographic characteristics significantly influence green purchase intention, but do not have a significant effect on green trust. Meanwhile, green lifestyle does not have a significant effect on either green trust or green purchase intention. Mediation analysis shows that green trust only mediates the relationship between green promotion and green purchase intention. These findings suggest that in the context of high-involvement green housing purchases, consumers’ purchase intentions are more strongly influenced by credible and verifiable green promotion than by pro-environmental lifestyle orientation. Keywords: Green lifestyle, green promotion, demographic characteristics, green trus, green purchase intention. Penelitian ini bertujuan untuk menganalisis pengaruh green lifestyle, green promotion, dan karakteristik demografi terhadap green purchase intention dengan green trust sebagai variabel mediasi pada hunian hijau Perum Perumnas di Jawa Barat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner berbasis persepsi yang disebarkan kepada 210 responden menggunakan teknik cluster sampling pada tiga proyek hunian hijau Perumnas. Analisis data dilakukan dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM).Hasil penelitian menunjukkan bahwa green promotion berpengaruh positif dan signifikan terhadap green trust dan green purchase intention, serta green trust berpengaruh signifikan terhadap green purchase intention. Selain itu, Karakteristik Demografi berpengaruh signifikan terhadap green purchase intention, namun tidak berpengaruh signifikan terhadap green trust . Sementara itu, green lifestyle tidak berpengaruh signifikan terhadap green trust maupun green purchase intention. Uji mediasi menunjukkan bahwa green trust hanya memediasi pengaruh green promotion terhadap green purchase intention.Temuan ini mengindikasikan bahwa pada pembelian hunian hijau yang bersifat high involvement, niat beli konsumen lebih dipengaruhi oleh promosi hijau yang kredibel dan dapat diverifikasi dibandingkan oleh orientasi gaya hidup ramah lingkungan. Keywords: Green lifestyle, green promotion, karakteristik demografi, green trust, green purchase intention.
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