KHOFIFAH, SITI NUR (2026) PENGARUH GREEN PRODUCT, GREEN PERCEIVED VALUE, DAN GREEN PROMOTION TERHADAP PURCHASE INTENTION STUJA COFFEE CIPETE (STUDI PADA KALANGAN GENERASI Z DI JAKARTA). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study is to examine how Generation Z customers' purchase intentions at Stuja Coffee Cipete are impacted by green products, green perceived value, and green promotions. The need of adopting green marketing techniques in the food and beverage (F&B) business, particularly in urban coffee shops that cater to younger customers, and the growing awareness of Generation Z regarding sustainability and environmental concerns are the reasons for the urgency of this study. As digital natives, Generation Z is noted for being receptive to social media advertisements and sustainability ideals. This study employs a causal explanatory design and a quantitative methodology. Jakartan Generation Z customers who are interested in eco-friendly goods make up the study's demographic. This study employs a causal explanatory design and a quantitative methodology. Generation Z members who have seen Stuja Coffee advertisements on social media make up the study's demographic. Purposive sampling was used as the sample technique, and there were 100 respondents in all. An online survey was used to obtain the data. Partial Least Squares Structural Equation Modeling (PLSSEM) is the data analysis technique employed. The study's findings demonstrate that Purchase Intention at Stuja Coffee Cipete is positively and significantly impacted by Green Product, Green Perceived Value, and Green Promotion. Keywords: Green Product, Green Perceived Value, Green Promotion, Purchase Intention, Generation Z Tujuan penelitian ini adalah untuk mengkaji bagaimana niat pembelian pelanggan Generasi Z di Stuja Coffee Cipete dipengaruhi oleh produk ramah lingkungan, nilai persepsi ramah lingkungan, dan promosi ramah lingkungan. Kebutuhan untuk mengadopsi teknik pemasaran ramah lingkungan dalam bisnis makanan dan minuman (F&B), khususnya di kedai kopi perkotaan yang melayani pelanggan muda, dan meningkatnya kesadaran Generasi Z mengenai keberlanjutan dan kepedulian terhadap lingkungan merupakan alasan urgensi penelitian ini. Sebagai generasi digital, Generasi Z dikenal mudah menerima iklan media sosial dan idealisme keberlanjutan. Penelitian ini menggunakan desain penjelasan kausal dan metodologi kuantitatif. Pelanggan Generasi Z Jakarta yang tertarik pada barang ramah lingkungan merupakan demografi penelitian ini. Anggota Generasi Z yang telah melihat iklan Stuja Coffee di media sosial merupakan demografi penelitian ini. Pengambilan sampel bertujuan digunakan sebagai teknik pengambilan sampel, dan terdapat 100 responden. Survei online digunakan untuk memperoleh data. Pemodelan Persamaan Struktural Kuadrat Terkecil Parsial (PLS-SEM) adalah teknik analisis data yang digunakan. Temuan penelitian menunjukkan bahwa Niat Pembelian di Stuja Coffee Cipete dipengaruhi secara positif dan signifikan oleh Produk Hijau, Nilai yang Dirasakan Hijau, dan Promosi Hijau. Kata Kunci: Green Product, Green Perceived Value, Green Promotion, Purchase Intention, Generasi Z.
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