PENGARUH GREEN AWARENESS, GREEN PRODUCT DAN GREEN TRUST TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BRAND SKINCARE NPURE (Studi pada Konsumen Skincare NPURE di Jakarta Barat)

APRILIKA, ERA (2026) PENGARUH GREEN AWARENESS, GREEN PRODUCT DAN GREEN TRUST TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BRAND SKINCARE NPURE (Studi pada Konsumen Skincare NPURE di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
Cover.pdf
Download (404kB) | Preview
[img] Text (BAB I)
BAB 1.pdf
Restricted to Registered users only
Download (287kB)
[img] Text (BAB II)
Bab 2.pdf
Restricted to Registered users only
Download (167kB)
[img] Text (BAB III)
BAB 3.pdf
Restricted to Registered users only
Download (216kB)
[img] Text (BAB IV)
Bab 4.pdf
Restricted to Registered users only
Download (189kB)
[img] Text (BAB V)
Bab 5.pdf
Restricted to Registered users only
Download (37kB)
[img] Text (DAFTAR PUSTAKA)
Daftar Pustaka.pdf
Restricted to Registered users only
Download (146kB)
[img] Text (LAMPIRAN)
Lampiran.pdf
Restricted to Registered users only
Download (427kB)

Abstract

This study aims to examine and analyze the influence of Green Awareness, Green Product, and Green Trust on the purchasing decisions for NPURE beauty products (a study of NPURE consumers in West Jakarta). A quantitative research method was employed, with a sample of 150 NPURE beauty product consumers in West Jakarta selected via non-probability sampling—specifically, a combination of purposive and incidental sampling approaches. Respondent criteria included consumers residing in West Jakarta who had previously purchased NPURE beauty products from beauty stores. Respondents were recruited incidentally—meaning consumers were approached by chance and agreed to complete the questionnaire. Data were collected using a questionnaire utilizing a Likert scale as the research instrument. The data analysis method employed was Partial Least Squares Structural Equation Modeling (SEM-PLS) using SmartPLS 4.0 software. The results indicate that Green Awareness has a positive and significant influence on purchasing decisions for NPURE beauty products (among NPURE consumers in West Jakarta). Conversely, Green Product has a positive but insignificant influence on purchasing decisions (among NPURE consumers in West Jakarta). Finally, Green Trust demonstrates a positive and significant influence on purchasing decisions (among NPURE consumers in West Jakarta). Keywords: Green Awareness; Green Product; Green Trust; Consumer Purchasing Decisions. Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Green Awareness, Green Product dan Green Trust terhadap Keputusan Pembelian Produk Kecantikan NPURE (Studi pada Konsumen NPURE di Jakarta Barat). Metode ini adalah menerapkan pendekatan kuantitatif dengan mengambil sampel penelitian 150 responden pelanggan produk kecantikan NPURE di Jakarta Barat yang ditentukan meode pengambilan teknik non-probability sampling dengan menerapkan purposive sampling dan incidental sampling. Kriteria responden meliputi konsumen yang berdomisili di Jakarta Barat dan pernah membeli produk kecantikan NPURE dibeberapa toko kecantikan. Pengumpulan responden dilakukan secara incidental, yaitu terhadap konsumen yang ditemui secara kebetulan dan bersedia mengisi kuesioner. Data dikumpulkan menggunakan kuesioner dengan skala Likert sebagai instrumen penelitian. Metode analisis data yang digunakan adalah Structural Equation Modeling Partial Least Squares (SEMPLS) dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Green Awareness memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk kecantikan NPURE (Studi pada Konsumen NPURE di Jakarta Barat). Sebaliknya, Green Product memiliki pengaruh positif namun tidak signifikan terhadap keputusan pembelian (Studi pada Konsumen NPURE di Jakarta Barat). Kemudian Green Trust menunjukkan pengaruh positif dan signifikan terhadap keputusan pembelian (Studi pada Konsumen NPURE di Jakarta Barat). Kata kunci: Green Awareness; Green Product; Green Trust; Keputusan Pembelian.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43122010148
Uncontrolled Keywords: Green Awareness; Green Product; Green Trust; Keputusan Pembelian.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.5 Psychological urges/Dorongan psikologis
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 06 Aug 2026 07:47
Last Modified: 06 Aug 2026 07:47
URI: http://repository.mercubuana.ac.id/id/eprint/103177

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.