• Novia Indah Lestari Universitas Serang Raya
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Keywords: Green Awareness, Produk Kosmetik ramah lingkungan, Keputusan Pembelian


Tujuan penelitian ini untuk mengetahui pengaruh signifikan antara green awareness (kepedulian konsumen terhadap lingkungan, produk ramah lingkungan, kesadaran harga, citra merek, dan pengaruh social) baik secara parsial maupun simultan terhadap keputusan pembelian produk kosmetik ramah lingkungan. Penelitian ini dilakukan pada konsumen The Body Shop Generasi Y yang berumur antara 18-37 tahun. Metode penelitian kuantitatif dengan menggunakan analisis regresi dengan menggunakan 100 responden. Hasil penelitian menunjukan secara parsial terdapat pengaruh signifikan antara kepedulian konsumen terhadap lingkungan sebesar 16.3% , produk ramah lingkungan sebesar 46.2%, kesadaran harga sebesar 42.8%, citra merek sebesar 51.1% dan pengaruh social sebesar 43.7% terhadap keputusan pembelian. Secara bersama-sama, terdapat pengaruh signifikan antara kepedulian konsumen terhadap lingkungan, produk ramah lingkungan, kesadaran harga, citra merek dan pengaruh social dengan kontribusi sebesar 61.1%.


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