PENGARUH GREEN BRAND IMAGE, ENVIRONMENTAL AWARENESS, DAN GREEN PERCEIVED VALUE TERHADAP NIAT BELI KONSUMEN GENERASI MILENIAL PADA PRODUK IKEA DI DKI JAKARTA

TRIAJI, RIDHO (2026) PENGARUH GREEN BRAND IMAGE, ENVIRONMENTAL AWARENESS, DAN GREEN PERCEIVED VALUE TERHADAP NIAT BELI KONSUMEN GENERASI MILENIAL PADA PRODUK IKEA DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims toanalyze the influence of green brand image, environmental awareness,and green perceived value on the purchasing interest of millennials in IKEA in DKI Jakarta. The population in this study is millennials inDKI Jakarta who have never purchased IKEA products. The sample usedconsisted of 105 respondents. The sampling method used nonprobabilitysampling with the purposive sampling technique. Data collection was carried outthrough a survey method using a questionnaire as a research instrument.Data analysis was performed using the Structural Equation Modeling (SEM)method based on Partial Least Square (PLS) using SmartPLS version 4.0.The results showed that green brand image had no effectand was not significant on purchasing interest, while environmental awarenessand green perceived value had a positive and significant effect onthe purchasing interest of millennials at IKEA in DKI Jakarta. Keywords: Green Brand Image, Environmental Awareness, Green Perceived Value, Purchase Intention, IKEA Penelitian ini bertujuan untuk menganalisis pengaruh green brand image, environmental awareness, dan green perceived value terhadap niat beli generasi milenial pada IKEA di DKI Jakarta. Populasi dalam penelitian ini adalah generasi milenial di DKI Jakarta yang belum pernah membeli produk IKEA. Sampel yang digunakan sebanyak 105 responden. Metode penarikan sampel menggunakan nonprobability sampling dengan teknik purposive sampling. Pengumpulan data dilakukan melalui metode survei menggunakan kuesioner sebagai instrumen penelitian. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) menggunakan SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa green brand image tidak berpengaruh dan tidak signifikan terhadap niat beli, sedangkan environmental awareness dan green perceived value berpengaruh positif dan signifikan terhadap niat beli generasi milenial pada IKEA di DKI Jakarta. Kata Kunci: Green Brand Image, Environmental Awareness, Green Perceived Value, Niat Beli, IKEA

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010001
Uncontrolled Keywords:	Green Brand Image, Environmental Awareness, Green Perceived Value, Niat Beli, IKEA
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 001 Knowledge/Ilmu Pengetahuan > 001.4 Research; Statistical Methods/Riset; Metode Statistik 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 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 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	05 May 2026 02:52
Last Modified:	05 May 2026 02:52
URI:	http://repository.mercubuana.ac.id/id/eprint/102120

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