Faktor-Faktor yang Memengaruhi Minat Beli Kosmetik Organik pada Generasi Y dan Z di Kota Bogor

Abstract

Dalam menghadapi persaingan bisnis yang semakin ketat, perusahaan kosmetik dituntut harus meningkatkan daya saing tidak hanya dari segi profit, tetapi juga memperhatikan people dan planet. Produksi kosmetik organik menjadi salah satu langkah, namun penjualannya masih lebih rendah dibandingkan kosmetik nonorganik karena kurangnya kesadaran merek. Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen terhadap kosmetik organik, menganalisis faktor-faktor yang mempengaruhi minat beli, dan memberikan rekomendasi. Menggunakan Theory of Planned Behavior (TPB) dan brand awareness, penelitian melibatkan 110 perempuan dari Generasi Y dan Z di Kota Bogor yang dipilih dengan purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis dengan analisis deskriptif serta Structural Equation Model-Partial Least Square (SEM-PLS). Hasil menunjukkan bahwa sikap, norma subjektif, persepsi kontrol perilaku, dan brand awareness berpengaruh positif signifikan terhadap minat beli. Penelitian ini merekomendasikan produsen kosmetik organik fokus pada strategi pemasaran yang efektif meningkatkan kesadaran konsumen.

In the face of increasingly fierce business competition, cosmetic companies are required to improve competitiveness not only in terms of profit, but also pay attention to people and planet. The production of organic cosmetics is one of the steps, but sales are still lower than non-organic cosmetics due to lack of brand awareness. This study aims to identify consumer characteristics of organic cosmetics, analyze factors that influence purchase intention, and provide recommendations. Using Theory of Planned Behavior (TPB) and brand awareness, the study involved 110 women from Generation Y and Z in Bogor City who were selected by purposive sampling. Data was collected through questionnaires and analyzed with descriptive analysis and Structural Equation Model-Partial Least Square (SEM-PLS). The results show that attitude, subjective norms, perceived behavioral control, and brand awareness have a significant positive effect on purchase intention. This study recommends that organic cosmetics manufacturers focus on marketing strategies that effectively increase consumer awareness.