Pengaruh Green Marketing Terhadap Purchase Intention Pada Skin Dewi di Indonesia

Machfudz, Jasmine Aulia (2026) Pengaruh Green Marketing Terhadap Purchase Intention Pada Skin Dewi di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan industri skincare di Indonesia yang semakin pesat diikuti dengan meningkatnya kesadaran konsumen terhadap keamanan produk dan isu keberlanjutan lingkungan. Di sisi lain, maraknya penggunaan klaim ramah lingkungan yang tidak selalu disertai praktik berkelanjutan menimbulkan keraguan konsumen terhadap kredibilitas merek. Kondisi ini mendorong pentingnya penerapan green marketing initiative yang tidak hanya mampu menarik perhatian konsumen, tetapi juga membangun kepercayaan serta persepsi nilai terhadap produk. Skin Dewi sebagai merek skincare lokal yang mengedepankan penggunaan bahan organik, transparansi informasi, dan komunikasi keberlanjutan menjadi objek yang relevan untuk mengkaji fenomena tersebut. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing initiative terhadap purchase intention produk Skin Dewi pada Generasi Z di Indonesia, serta menguji peran brand trust dan perceived value sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 282 responden Generasi Z berusia 20–29 tahun yang berdomisili di Indonesia, mengetahui atau pernah terpapar informasi mengenai green marketing initiative, serta mengetahui merek Skin Dewi. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode Covariance-Based Structural Equation Modeling (CB-SEM). Penelitian ini mengadopsi teori Stimulus-Organism-Response (S-O-R), di mana green marketing initiative berperan sebagai stimulus, brand trust dan perceived value sebagai organisme, serta purchase intention sebagai response perilaku konsumen. Hasil penelitian ini menunjukkan bahwa green marketing initiative telah berpengaruh positif signifikan terhadap purchase intention. Begitupun dengan green marketing initiative terhadap brand trust dan perceived value yang menghasilkan positif signifikan. Penelitian ini diharapkan dapat memberikan kontribusi teoritis dalam pengembangan kajian pemasaran berkelanjutan serta memberikan masukan praktis bagi perusahaan lainnya dalam merancang strategi green marketing initiative yang efektif untuk meningkatkan minat beli konsumen Generasi Z terhadap produk skincare, seperti Skin Dewi.
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The rapid growth of Indonesia's skincare industry has been accompanied by increasing consumer awareness of product safety and environmental sustainability. At the same time, the widespread use of environmental claims that are not always supported by genuine sustainable practices has raised consumer skepticism regarding brand credibility. This phenomenon highlights the importance of implementing green marketing initiatives that not only attract consumers but also enhance brand trust and perceived value. Skin Dewi, a local skincare brand that emphasizes the use of organic ingredients, information transparency, and sustainability communication, was selected as the research object due to its relevance to this phenomenon. This study aims to examine the effect of Green Marketing Initiative on the purchase intention of Skin Dewi products among Generation Z consumers in Indonesia, as well as to investigate the mediating roles of brand trust and perceived value. A quantitative approach was employed using a survey of 282 Generation Z respondents aged 20–29 years residing in Indonesia who were familiar with or had been exposed to information about Green Marketing Initiatives and were aware of the Skin Dewi brand. Data were collected through a questionnaire and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM). This study adopts the Stimulus–Organism–Response (S–O–R) theory, in which Green Marketing Initiative serves as the stimulus, brand trust and perceived value act as the organism, and purchase intention represents the behavioral response. The findings reveal that Green Marketing Initiative has a positive and significant effect on purchase intention. Furthermore, Green Marketing Initiative also has positive and significant effects on both brand trust and perceived value. This study is expected to contribute theoretically to the development of sustainable marketing literature and provide practical insights for companies in designing effective Green Marketing Initiatives to enhance Generation Z consumers' purchase intention toward skincare products, such as Skin Dewi.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Generasi Z, Inisiatif Pemasaran Hijau, Kepercayaan Merek, Minat Beli, Nilai yang Dirasakan, Brand Trust, Generation Z, Green Marketing Initiative, Perceived Value, Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Jasmine Aulia Machfudz
Date Deposited:	31 Jul 2026 06:19
Last Modified:	31 Jul 2026 06:19
URI:	http://repository.its.ac.id/id/eprint/140700

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