PUTRI, FARSYA AZKA (2026) PENGARUH GREEN AWARENESS, GREEN PACKAGING DAN GREEN TRUST TERHADAP GREEN PURCHASE INTENTION PADA THE BODY SHOP (STUDI PADA GENERASI Z DI JAKARTA BARAT). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine the influence of Green Awareness, Green Packaging, and Green Trust on Green Purchase Intention The Body Shop (Study among Generation Z in West Jakarta). A quantitative approach was employed, using an online questionnaire distributed to Generation Z consumers who are aware of and intend to purchase The Body Shop products, and who reside in West Jakarta. The sample consisted of 100 respondents aged 17–28 years, selected through purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS software. The findings of this study are expected to reveal the extent to which Green Awareness, Green Packaging, and Green Trust influence Green Purchase Intention. Theoretically, this research contributes to the literature as a reference for students, academics, and future researchers, particularly regarding sustainable consumer behavior in the skincare industry. Practically, the results may assist The Body Shop in formulating more targeted and sustainable marketing strategies. Keywords: Green Awareness, Green Packaging, Green Trust, Green Purchase Intention, The Body Shop Penelitian ini bertujuan untuk menganalisis pengaruh Green Awareness, Green Packaging, dan Green Trust, Terhadap Green Purchase Intention Pada The Body Shop (Studi Pada Generasi Z di Jakarta Barat). Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner online yang disebarkan kepada konsumen Generasi Z yang mengetahui dan memiliki niat untuk membeli produk The Body Shop serta berdomisili di wilayah Jakarta Barat. Jumlah sampel dalam penelitian ini sebanyak 100 responden, dengan kriteria responden berusia 17-28 tahun yang ditentukan menggunakan metode purposive sampling. Analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) melalui software SmatPLS. Hasil yang diharapkan dari penelitian ini adalah untak mengetahui seberapa besar pengaruh Green Awareness, Green Packaging, dan Green Trust, terhadap Green Purchase Intention. Penelitian ini memberikan kontribusi teoritis dalam menjadi referensi dan sumbangan pemikiran bagi pembaca, mahasiswa/i, kalangan akademis, serta peneliti lainnya dalam melakukan penelitian selanjutnya, khususnya mengenai green awareness, green packaging, dan green trust dalam konteks niat beli produk skincare, serta kontribusi praktis bagi The Body Shop dalam menyusun strategi pemasaran yang lebih tepat sasaran dan berkelanjutan. Kata Kunci: Green Awareness, Green Packaging, Green Trust, Green Purchase Intention, The Body Shop
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43122010038 |
| Uncontrolled Keywords: | Green Awareness, Green Packaging, Green Trust, Green Purchase Intention, The Body Shop |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 333 Economic of Land and Energy/Ekonomi Tanah dan Energi Ekonomis > 333.7 Natural Resources and Energy, Environment/Sumber Daya Alam dan Energi, 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 10 Apr 2026 06:38 |
| Last Modified: | 10 Apr 2026 06:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101955 |
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