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All Journal Jurnal Studi Komunikasi Innovative: Journal Of Social Science Research
Ferdianto Putra, R. Yuda
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Arts Humanities Computer Science & IT Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Consumer awareness and green cosmetics among Samarinda’s Gen Z Sary, Kezia Arum; Purwanti, Silviana; Zulfiani, Dini; Ferdianto Putra, R. Yuda; Khotimah, Husnul
Jurnal Studi Komunikasi Vol. 9 No. 2 (2025)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v9i2.9675

Abstract

This study aims to analyse the influence of Green Consumer Knowledge (GCK), Consumer Social Responsibility (CnSR), and Green Advertising (GA) on green purchasing behaviour (Green Purchase Behaviour) among Generation Z in Samarinda, Kalimantan. A quantitative approach was used with a survey method through an online questionnaire distributed to 189 respondents aged 18-25 years in Samarinda City. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results showed that GCK significantly influenced Green Purchase Behaviour, both directly and through the partial mediation role of CnSR. This suggests that consumer knowledge of green products increases social awareness and encourages more environmentally responsible purchasing decisions. In addition, GA was shown to positively moderate the relationship between CnSR and Green Purchase Behaviour, indicating that sustainability-focused advertising strengthens the influence of social responsibility on consumer purchasing decisions. This study concludes that the combination of GCK, CnSR, and GA is a key driver in promoting sustainable consumption among Generation Z. Practical implications of this study include the importance of consumer education, corporate collaboration with NGOs to improve CnSR, and transparent and credible advertising strategies to avoid scepticism related to greenwashing. This study is limited to the cosmetics sector and the student population in Samarinda, so generalisation to other sectors or regions may be limited. Further research is recommended to involve non-student Generation Z and more diverse product categories.
Pengaruh Electronic Word Of Mouth (E-Wom) dan Brand Experience (Pengalaman Merek) Terhadap Brand Trust (Kepercayaan Merek) CV HAK Creative Group Ferdianto Putra, R. Yuda; Arum Sary, Kezia
Innovative: Journal Of Social Science Research Vol. 4 No. 2 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i2.9539

Abstract

Pengaruh Electronic Word of Mouth (eWOM) dan Brand Experience (Pengalaman Merek) Terhadap Brand Trust (Kepercayaan Merek) CV HAK Creative Group. Program studi S1 Ilmu Komunikasi. Fakultas Ilmu Sosial dan Ilmu Politik. Universitas Mulawarman 2024. Brand trust menjadi modal utama perusahaan menjaga eksistensinya di era persaingan perusahaan yang semakin kompetitif. Untuk mewujudkan brand trust biasanya perusahaan melakukan melalui beberapa cara salah satunya melalui electronic word of mouth dikatakan sebagai kegiatan mengenalkan atau membangun citra perusahan dan merek melalui sosial media atau internet. Terdapat pendekatan yang sama meningkatkan brand trust adalah brand experience yang merupakan respon internal yang berkaitan dengan ekspektasi pada merek tertentu. Untuk mengetahui Pengaruh Electronic Word of Mouth dan Brand Experience Terhadap Brand Trust CV HAK Creative Group. Penelitian ini berjenis deskriptif pendekatan kuantitatif, dengan menggunakan kuesioner untuk memperoleh data. Teknik pengambilan sampel menggunakan purposive sampling dan menggunakan rumus 25 kali jumlah variabel, yang menghasilkan 100 orang sebagai responden. Hasil dari penelitian ini menunjukkan bahwa electronic word of mouth dan brand experience memberikan pengaruh sebesar 41,7% terhadap brand trust, sedangkan sisanya 58,3% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Secara hasil uji t (parsial), nilai t-hitung electronic word of mouth sebesar 3.413 dan brand experience sebesar 4.615 hasil nilai t-hitung kedua variabel lebih besar dari nilai t-tabel 1.984 yang berarti hipotesis H1 dan H2  bahwa electronic word of mouth berpengaruh positif dan signifikan terhadap brand trust, kemudian brand experience berpengaruh positif dan signifikan terhadap brand trust.
Co-Authors Arum Sary, Kezia Daniel Happy Putra Dini Zulfiani Purwanti, Silviana Sary, Kezia Arum