Pengaruh Green Product dan Price Perception melalui Perceived Value terhadap Purchase Decision Skincare Ramah Lingkungan

Abstract

Kesadaran masyarakat terhadap isu lingkungan mendorong penggunaan skincare ramah lingkungan. Keputusan pembelian tidak hanya dipengaruhi oleh green product, tetapi juga persepsi harga dan nilai yang dirasakan konsumen. Penelitian ini bertujuan menganalisis pengaruh green product dan price perception terhadap purchase decision melalui perceived value sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan purposive sampling terhadap 200 responden Generasi Z pengguna skincare ramah lingkungan di Jabodetabek. Data diperoleh melalui kuesioner daring dan dianalisis menggunakan SEM-PLS dengan SmartPLS 4. Hasil penelitian mengindikasikan bahwa green product dan price perception berpengaruh positif dan signifikan terhadap perceived value serta purchase decision. Perceived value memediasi pengaruh price perception, tetapi tidak memediasi pengaruh green product terhadap purchase decision. Implikasi manajerial disusun menggunakan Blue Ocean Strategy melalui penguatan manfaat produk dan penetapan harga yang sesuai untuk meningkatkan keputusan pembelian konsumen.

Public awareness of environmental issues encourages the use of eco-friendly skincare. Purchasing decisions are influenced not only by green products, but also by consumers' perceptions of price and perceived value. This study aims to analyze the influence of green products and price perception on purchase decisions through perceived value as a mediating variable. The study used a quantitative approach with purposive sampling of 200 Generation Z respondents who use eco-friendly skincare in Greater Jakarta. Data were collected through an online questionnaire and analyzed using SEM-PLS with SmartPLS 4. The results showed that green products and price perception had a positive and significant effect on perceived value and purchase decisions. Perceived value mediated the effect of price perception, but did not mediate the effect of green products on purchase decisions. Managerial implications are formulated using the Blue Ocean Strategy by strengthening product benefits and setting appropriate prices to improve consumer purchasing decisions.