Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

ANALISIS FAKTOR HIJAU YANG MEMENGARUHI PURCHASE INTENTION GEN Z MELALUI GREEN TRUST DI DKI JAKARTA

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  • Andhika Amalia,
  • Usep Suhud,
  • Terrylina Arvinta Monoarfa
Andhika Amalia
Universitas Negeri Jakarta
Usep Suhud
Universitas Negeri Jakarta
Terrylina Arvinta Monoarfa
Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/r269z558

Published 2026-07-03

Keywords

  • green marketing,
  • environmental knowledge,
  • environmental concern,
  • green trust,
  • purchase intention,
  • Generasi Z
    • ...More
    Less

How to Cite

ANALISIS FAKTOR HIJAU YANG MEMENGARUHI PURCHASE INTENTION GEN Z MELALUI GREEN TRUST DI DKI JAKARTA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/r269z558

Abstract

This study examines the effects of green marketing, environmental knowledge, and environmental concern on green trust and purchase intention among Generation Z consumers in DKI Jakarta. Data were collected through an online questionnaire from 230 respondents aged 17–29 years who resided in DKI Jakarta and had used or were interested in NPURE products. The data were analyzed using Structural Equation Modeling (SEM). The results indicate that green marketing, environmental knowledge, and environmental concern have a positive and significant effect on green trust. Furthermore, green marketing, environmental knowledge, environmental concern, and green trust have a positive and significant effect on purchase intention. These findings suggest that enhancing green marketing strategies, consumers’ environmental knowledge, and environmental concern can strengthen trust in a company's environmental claims, which in turn increases consumers’ purchase intention. This study provides practical implications for companies to develop credible sustainability strategies and promote environmental education in order to strengthen consumer trust and encourage purchase intention among Generation Z consumers. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing, environmental knowledge, dan environmental concern terhadap green trust dan purchase intention pada konsumen Generasi Z di DKI Jakarta. Data dikumpulkan melalui kuesioner daring dari 230 responden berusia 17–29 tahun yang berdomisili di DKI Jakarta serta pernah menggunakan atau tertarik terhadap produk NPURE. Data dianalisis menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa green marketing, environmental knowledge, dan environmental concern berpengaruh positif dan signifikan terhadap green trust. Selain itu, green marketing, environmental knowledge, environmental concern, dan green trust juga berpengaruh positif dan signifikan terhadap purchase intention. Temuan ini menunjukkan bahwa peningkatan strategi green marketing, environmental knowledge, dan environmental concern konsumen dapat memperkuat green trust, yang pada akhirnya mendorong peningkatan niat beli (purchase intention). Penelitian ini memberikan implikasi bagi perusahaan untuk mengembangkan strategi keberlanjutan yang kredibel serta meningkatkan edukasi lingkungan guna memperkuat kepercayaan dan minat beli konsumen Generasi Z.
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