Pengaruh Green Product, Eco Friendly Packaging, dan Green Advertising terhadap Keputusan Pembelian Skincare Garnier pada Generasi Z

Authors

  • Siti Nuraisah Institut Teknologi dan Bisnis Ahmad Dahlan Jakarta
  • Ayi Muhyidin Institut Teknologi dan Bisnis Ahmad Dahlan Jakarta

DOI:

https://doi.org/10.61132/jubikin.v3i3.1736

Keywords:

Eco-Friendly Packaging, Garnier, Green Advertising, Green Product, Purchase Decision

Abstract

Growing environmental awareness has influenced consumers to consider sustainability-related attributes when purchasing skincare products. This study investigates the effects of green product, eco-friendly packaging, and green advertising on the purchase decision of Garnier skincare among Generation Z in the Banten area. A quantitative approach with a cross-sectional survey design was employed. Data were obtained from 160 Generation Z respondents who knew and had used Garnier skincare and were selected through purposive sampling. Responses were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that the measurement model meets the required validity and reliability criteria. The structural model shows an R-square value of 0.490 and a Q²predict value of 0.458. Green product, eco-friendly packaging, and green advertising have positive and significant relationships with purchase decisions, with path coefficients of 0.385, 0.301, and 0.501, respectively, and p-values of 0.000. The findings provide empirical evidence regarding the relevance of green marketing dimensions in understanding Generation Z's purchase decisions for Garnier skincare.

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Author Biography

Siti Nuraisah, Institut Teknologi dan Bisnis Ahmad Dahlan Jakarta

Siti Nuraisah, lahir di Lebak pada tanggal 10 Agustus 2004. Penulis memulai pendidikan di Sekolah Dasar (SD) dan menyelesaikannya pada tahun 2016. Selanjutnya, penulis melanjutkan pendidikan di MTs Al Hijaiyah dan menyelesaikannya pada tahun 2019. Setelah itu, penulis melanjutkan pendidikan ke jenjang Sekolah Menengah Atas di SMA Al Hijaiyah dan menyelesaikannya pada tahun 2022. Pada tahun 2022, penulis pendidikan ke jenjang perguruan tinggi dan diterima sebagai pelajar (S1) pada Program Studi Manajemen, Ekonomi dan Bisnis, Institut Teknologi dan Bisnis Ahmad Dahlan Jakarta. Selama menempuh pendidikan di perguruan tinggi, penulis aktif mengikuti berbagai kegiatan organisasi. Penulis aktif dalam Organisasi Ikatan Mahasiswa Manajemen ITB Ahmad Dahlan (IMMADA) periode 2024–2025 sebagai Sekretaris Umum. Selain itu, penulis juga aktif dalam Ikatan Mahasiswa Muhammadiyah (IMM) periode 2024–2025 sebagai Anggota Bidang Tabligh.

Selain aktif dalam organisasi, penulis juga memiliki pengalaman kerja dan magang di beberapa instansi. Penulis melaksanakan kegiatan magang di Kantor Lembaga Pemasyarakatan (Lapas) Kelas III Rangkasbitung serta di Bank Syariah Indonesia (BSI) Cabang UHAMKA.

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Published

2026-09-30

How to Cite

Siti Nuraisah, & Ayi Muhyidin. (2026). Pengaruh Green Product, Eco Friendly Packaging, dan Green Advertising terhadap Keputusan Pembelian Skincare Garnier pada Generasi Z. Jurnal Bisnis Kreatif Dan Inovatif, 3(3), 134–144. https://doi.org/10.61132/jubikin.v3i3.1736

Issue

Vol. 3 No. 3 (2026): September : Jurnal Bisnis Kreatif dan Inovatif

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Articles

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