Pengaruh Environmental Awarenees, Green Marketing, Brand Image, Dan Brand Trust Terhadap Keputusan Pembelian Produk Avoskin Pada Konsumen Generasi Z Di Store The Beauty Shop Sply Kota Malang

Abstract

Abstract

Environmental awareness has increasingly shaped Generation Z’s consumption behavior in selecting eco-friendly beauty products, such as Avoskin. The purpose of this research is to examine how environmental consciousness, green marketing, brand perception, and trust in the brand affect the purchase choices of millennials and Gen Zers at Malang City's The Beauty Shop Sply (TBSS). One hundred thirty-five participants, chosen at random, participated in the study using a quantitative strategy based on an explanatory research technique. Using a Likert-scale questionnaire, we gathered data and ran it through multiple linear regression, which included tests for partial significance (t-test), simultaneous significance (F-test), and coefficient of determination. Results show a positive and statistically significant correlation between each of the the four factors and the choice to buy. The impacts of Green Marketing are moderate at best, whereas those of Brand Image and Brand Trust are strong and favorable. Environmental Awareness, on the other hand, has only a moderate impact. According to these results, among Gen Z customers in Malang City, Avoskin product purchases are mostly influenced by consumers' perceptions of the brand and their level of confidence in it.

Keywords : Environmental Awareness, Green Marketing, Brand Image, Brand Trust, Purchasing Decision.