PENGARUH SOCIAL MEDIA INFORMATION SHARING TERHADAP GREEN PURCHASE INTENTION DI KALANGAN GENERASI Z
STUDI KASUS PADA AVOSKIN
DOI:
https://doi.org/10.9744/pemasaran.19.2.134-148Keywords:
social media information sharing, perceived green value, green purchase intentionAbstract
Generasi Z menunjukkan peningkatan minat terhadap produk ramah lingkungan, namun belum banyak penelitian yang secara spesifik meneliti pengaruh Social Media Information Sharing terhadap Green Purchase Intention pada produk lokal. Penelitian ini memiliki tujuan untuk mengetahui dan menganalisis pengaruh Social Media Information Sharing terhadap Green Purchase Intention, dengan Perceived Green Value sebagai variabel yang memediasi, dalam konteks produk skincare Avoskin. Penelitian ini bersifat kuantitatif dan menggunakan metode survei terhadap 148 responden Generasi Z yang pernah membeli produk Avoskin. Data didapatkan melalui kuesioner daring dan dianalisis menggunakan Structural Equation Modeling (SEM) berlandaskan Partial Least Square (PLS). Hasil menunjukkan bahwa Social Media Information Sharing berpengaruh positif terhadap Perceived Green Value dan Green Purchase Intention. Selain itu, Perceived Green Value juga berpengaruh positif terhadap Green Purchase Intention, serta memediasi hubungan antara Social Media Information Sharing dan Green Purchase Intention secara parsial. Temuan ini memberikan implikasi penting bagi pelaku industri skincare, khususnya dalam merancang strategi komunikasi yang ramah lingkungan dan relevan di media sosial. Penelitian ini adalah salah satu studi awal yang menganalisis hubungan variabel tersebut secara spesifik pada produk lokal ramah lingkungan, yaitu Avoskin, di kalangan Generasi Z.
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