FAKTOR – FAKTOR YANG MEMPENGARUHI KEINGINAN GENERASI MUDA UNTUK MEMBAYAR LEBIH TERHADAP PRODUK KOSMETIK HIJAU DI INDONESIA

Venny, Mintar Saputra (2024) FAKTOR – FAKTOR YANG MEMPENGARUHI KEINGINAN GENERASI MUDA UNTUK MEMBAYAR LEBIH TERHADAP PRODUK KOSMETIK HIJAU DI INDONESIA. Masters thesis, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

Penelitian ini bertujuan untuk mengeksplorasi faktor-faktor Environmental Concern, Green Awareness of Price, Green Perceived Benefits, Green Perceived Quality, Customer Participation terhadap Willingness To Pay More terhadap pembelian produk kosmetik hijau bagi generasi muda di Indonesia dan menginvestigasi persepsi konsumen Generasi Milenial dan Generasi Z di Indonesia terhadap produk kosmetik hijau yang ramah lingkungan. Metode penelitian yang digunakan adalah kuantitatif dengan desain penelitian cross-sectional. Data primer diperoleh melalui penyebaran kuesioner kepada responden, sedangkan data sekunder didapatkan dari literature dan media online. Teknik pengambilan sampel menggunakan purposive sampling terhadap konsumen Generasi Milenial dan Generasi Z yang pernah membeli dan atau berkeinginan untuk membeli produk kosmetik hijau meskipun harga produk lebih tinggi. Analisis data dilakukan dengan statistik deskriptif dan Structural Equation Modeling (SEM) menggunakan programLisrel 8.80. Hasil penelitian ini menunjukkan bahwa Faktor Costumer participation memiliki pengaruh paling besar terhadap Willingness To Pay More pada pembelian produk kosmetik hijau bagi Generasi Milenial dan Generasi Z di Indonesia. Mayoritas generasi muda di Indonesia merasa senang membeli produk kosmetik jika produk tersebut memiliki sertifikasi hijau (eco-label) karena lebih sehat daripada kosmetik dan produk perawatan kecantikan pada umumnya. Konsumen muda di Indonesia yakin kosmetik hijau memiliki standar kualitas yang baik sehingga dapat diandalkan sehingga berkeinginan untuk membayar lebih mahal terhadap produk kosmetik hijau. Kata Kunci : Young generation, Green Cosmetics, Willingness to pay more, Environmental Concern, Green Perception Benefits This study aims to explore the factors of Environmental Concern, Green Awareness of Price, Green Perceived Benefits, Green Perceived Quality, Customer Participation towards Willingness To Pay More towards the purchase of green cosmetic products for the younger generation in Indonesia and investigate the perception of Millennial Generation and Generation Z consumers in Indonesia towards environmentally friendly green cosmetic products. The research method used is quantitative with a cross-sectional research design. Primary data was obtained through the distribution of questionnaires to respondents, while secondary data was obtained from literature and online media. The sampling technique uses purposive sampling on Millennial Generation and Generation Z consumers who have bought and or want to buy green cosmetic products even though the product price is higher. Data analysis was carried out with descriptive statistics and Structural Equation Modeling (SEM) using the Lisrel 8.80 program. The results of this study show that the Costumer participation factor has the greatest influence on the Willingness To Pay More on the purchase of green cosmetic products for the Millennial Generation and Generation Z in Indonesia. The majority of the young generation in Indonesia feel happy to buy cosmetic products if the product has green certification (eco-label) because it is healthier than cosmetics and beauty care products in general. Young consumers in Indonesia believe that green cosmetics have good quality standards so that they can be relied on so they are willing to pay more for green cosmetic products. Key Words : Young generation, Green cosmetics, Willingness to pay more,Environmental Concern, Green Perception Benefits

Jenis Karya Akhir: Tesis (Masters)
Subyek: 300 Ilmu sosial > 330 Ekonomi
300 Ilmu sosial > 330 Ekonomi > 335 Sistem ekonomi sosialis
Program Studi: Fakultas Ekonomi dan Bisnis > Magister Manajemen S2
Pengguna Deposit: . . Yulianti
Date Deposited: 30 Jan 2025 04:23
Terakhir diubah: 30 Jan 2025 04:23
URI: http://digilib.unila.ac.id/id/eprint/81633

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