Minat Beli Generasi Z DKI Jakarta pada Produk Kosmetik Ramah Lingkungan dan Hijau
DKI Jakarta Generation Z Purchase Intention on Environmental and Green Cosmetic Product
Abstract
Tujuan riset ini adalah untuk menganalisis minat beli generasi Z di DKI Jakarta pada produk-produk kosmetik berkaitan dengan segala sesuatu terkait lingkungan seperti pada perhatian pada lingkungan (environmental concern), kemasan (green packaging), iklan (green advertising) dan pengetahuan terntang merk (green brand knowledge). Data empiris diperoleh dengan menyebarkan kuesioner kepada anggota komunitas menari yang terpilih, Responsennya adalah generasi Z di DKI Jakarta yang lahir setelh tahun 2000 (usia antara 15-20 tahun) dan tidak pernah memberi produk kosmetik. Responden pada riset ini adalah perempuan, yang terpilih atas dasar purposive sampling. Hasil riset menunjukkan bahwa hanya green advertising yang mempengaruhi minat beli (green purchase intention) sedangkan perhatian pada lingkungan (environmental concern), green packaging, dan green brand knowledge tidak mempengaruhi minat beli pada produk kosmetik yang berorientasi lingkungan. .
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