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All Journal Jurnal Manajemen Teori dan Terapan Benefit: Jurnal Manajemen dan Bisnis al-Uqud : Journal of Islamic Economics Journal of Economic, Bussines and Accounting (COSTING) Journal Of Nursing Practice Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Jurnal Ilmiah Administrasi Bisnis dan Inovasi Business and Finance Journal Journal of Leadership in Organizations Darmabakti Cendekia: Journal of Community Service and Engagements WELFARE : Jurnal Ilmu Kesejahteraan Sosial Ulumuna: Jurnal Studi Keislaman BISEI: Jurnal Bisnis dan Ekonomi Islam JASF (Journal of Accounting and Strategic Finance) Journal of Community Service and Empowerment Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Applied Data Sciences Jurnal Ilmu Manajemen Advantage PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia BISMA (Bisnis dan Manajemen) BHAKTI PERSADA Jurnal Aplikasi IPTEKS (Journal of Applied Sciences and Technology) Journal Publicuho Eduvest - Journal of Universal Studies Southeast Asian Business Review El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Gancar Candra Premananto
Department Of Management, Faculty Of Economics And Business, Universitas Airlangga
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Journal : Dinasti International Journal of Economics, Finance

 1 
Cosmetic Product Packaging Return Program As A Strategy To Improve Gen-Z Consumers' Purchase Intention in Indonesia Vivie Anggra Kusuma; Premananto, Gancar Candra
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 3 (2025): Dinasti International Journal of Economics, Finance & Accounting (July-August 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i3.4766

Abstract

This study aims to analyze the influence of packaging return programs using the Theory of Planned Behavior approach—comprising attitude, subjective norm, and perceived behavioral control—on Gen Z consumers’ purchase intention toward cosmetic products. A quantitative research design was employed, using an online questionnaire to collect data from 300 Gen Z respondents across various regions in Indonesia. All participants had experience purchasing cosmetic products and were aware of packaging return programs. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. This study evaluates the impact of a cosmetic packaging return program on Generation Z’s purchase intention in Indonesia, employing a Theory of Planned Behavior (TPB). Survey results from 300 respondents indicate that perceived behavioral control (PBC) is the strongest predictor of purchase intention (?=0.47), followed by subjective norms (?=0.45) and attitude (?=0.21) affects purchase intention for cosmetics with packaging return programs. The model’s strong explanatory power is confirmed by an R² value of 0.607 for purchase intention. These findings emphasize that marketing strategies for Indonesia’s cosmetic industry must align with sustainability issues by leveraging psychological and social approaches to foster responsible consumer behavior among Gen Z. The study provides practical implications for the industry to design eco-friendly initiatives that resonate with the values and lifestyles of younger generations.
Co-Authors Aldo Lovely Arief Suyoso Anindya Yusuf Wirmanda Aprilius, Adrianus Aries Kurniawan Aulia Rahman Aurashafa, Dita Amelia Calvin Mercy Ebenhaezer Watulingas Candraningrat, Candraningrat Dakikotis Sururiyah Dany Mochamad Darda Dara Benedicta Antoninda Destyana, Nadhira Pratiwi Dian Felani Kesa Farisi, Jawad Harmianto Purbawinasta, Liliek Indasah Iswanto, Dedy Jweyoung Lee Karina, Zalfa Lia Puspita Sari Mohammad Jamil Rizwan Mohammad Jamil Rizwan Nauroz Khan Norizah Binti Mohd Mustamil Nurmitananda, Muhammad Naufal Hamdani Prayodhia Sanwasi, Dimas Primasatya, Rieswandha Dio R.A Adenia Kumala Adzani Raditya Sukmana Rahmat Heru Setianto Randrianantenaina Solohery Mampionona Aime Ridan Muhtadi Rina Wijayanti Rina Wijayanti Rizky Hidayat, Rizky Sakti, Rachmad Pujo Santoso, Ridho Bagus Sedera Rakotoarisoa Shah Faisal Shochrul Rohmatul Ajija Sri Hartini Sri Hartini Sudarnice, Sudarnice Sugeng Purwanto Sugeng Purwanto Suwandi S. Sangadji Taufiq Muhammad Khozin Tsaniyatul Haliyah Vivie Anggra Kusuma Wiwik Maryati