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All Journal PRofesi Humas Expose: Jurnal Ilmu Komunikasi MITRA: Jurnal Pemberdayaan Masyarakat Wacana: Jurnal Ilmiah Ilmu Komunikasi Petra International journal of Business Studies (IJBS) Referensi : Jurnal Ilmu Manajemen dan Akuntansi Communicare : Journal of Communication Studies Communications Journal of Servite Journal of Research on Business and Tourism Jurnal Ilmiah Teknik Informatika dan Komunikasi Jurnal Aplikasi Manajemen & Kewirausahaan MASSARO Metris: Jurnal Sains dan Teknologi
Yuliana Riana Prasetyawati
Institut Komunikasi Dan Bisnis LSPR
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Pengaruh Green Product dan Green Advertising terhadap Minat Beli Gen Z pada Produk Vegan Base Maulida Fitria; Yuliana Riana Prasetyawati; Alvidiani Agustina Damanik
Jurnal Ilmiah Teknik Informatika dan Komunikasi Vol. 5 No. 3 (2025): November: Jurnal Ilmiah Teknik Informatika dan Komunikasi 
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/juitik.v5i3.1717

Abstract

The development of the beauty industry in Indonesia is projected to increase every year. One of the factors driving this development is the rise in consumption and use of cosmetics among Indonesian society. The National Waste Management Information System (SIPS) reported that in 2022 there were 35 million tonnes of waste, with the beauty industry contributing 6.8 million tonnes, 70% of which was not properly managed. This situation raises concerns about the welfare of the global ecosystem and encourages sustainability efforts across various business sectors. BASE is one of the companies that applies the green beauty concept through vegan products, environmentally friendly production processes, and several green movement initiatives. This study aims to measure the influence of green product and green advertising on the purchase intention of Generation Z in DKI Jakarta toward BASE’s vegan products. This research employs a quantitative method with a positivistic paradigm to measure the significance of influence and to test the hypotheses. The Theory of Consumption Value (TCV) serves as the theoretical foundation in understanding the underlying values that shape consumer purchase intention. Data from 100 respondents were processed using multiple linear regression analysis and hypothesis testing. The results indicate that green product and green advertising have a positive and significant simultaneous effect on purchase intention. These findings suggest that the implementation of green advertising by BASE as a marketing strategy, along with the green product concept that provides benefits for both users and the environment, contributes positively to increasing the purchase intention of Generation Z consumers.  
Co-Authors Aisah, Deska Dera Alexis Devera Lamoste Alvidiani Agustina Damanik Andini, Elda Sari Andini, Jeni Ayuni, Dinda Mutiara Cyntia Keliat Dinda Mutiara Ayuni Fatonah, R. Hijri Putri Felicia Hanslim Fitriyanti, Lamria Raya Friscilla Nikonov Henri Putra Jaya Ina Novita Sari Jati Paras Ayu Jati Paras Ayu Kestiara, Arsyanda Pradnya Kurniasari, Kenyo Kharisma Lestari Nurhajati Maro, Raissa Revanka Maulida Fitria Meiliana Agustine Mustofa, Muhammad Hasim Habibil Oktaviani, Rani Chandra Putra, Dicky Ramadhan Raden Adi Cahyadi Riki Fahriza Salsabilah, Rizka Andani Sandy Adithia Sartika, Kartini Dwi Setyaningtyas, Emilya Siti Adelita Raif Khadijah Stephanny Lianardo Tiara Pratiwi Vitha Octavanny Wijaya, Brenda Jory