PENGARUH GREEN PRODUCT, GREEN PACKAGING, DAN GREEN PROMOTION TERHADAP PURCHASE DECISION PRODUK N'PURE DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Gen Z Pengguna N’Pure di Bandar Lampung)

ANNISA, KAMILAWATI (2026) PENGARUH GREEN PRODUCT, GREEN PACKAGING, DAN GREEN PROMOTION TERHADAP PURCHASE DECISION PRODUK N'PURE DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Gen Z Pengguna N’Pure di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Perkembangan industri Skincare di Indonesia yang semakin pesat mendorong persaingan antar perusahaan untuk menarik perhatian konsumen. Meningkatnya kesadaran masyarakat terhadap isu lingkungan juga mendorong perusahaan Skincare untuk menerapkan strategi green marketing guna memengaruhi purchase decision konsumen. N'Pure merupakan salah satu merek Skincare lokal yang menerapkan konsep green product, green packaging, dan green promotion sebagai bentuk komitmen terhadap keberlanjutan lingkungan. Penelitian ini bertujuan untuk mengetahui pengaruh green product, green packaging, dan green promotion terhadap purchase decision produk N'Pure pada Generasi Z di Bandar Lampung dalam perspektif bisnis Islam. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap responden Generasi Z pengguna N’Pure di Bandar Lampung. Teknik pengambilan sampel dilakukan menggunakan simple random sampling dengan jumlah responden sebanyak 97 orang. Data diperoleh melalui penyebaran kuesioner secara online dan dianalisis menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa green product, green packaging, dan green promotion berpengaruh positif dan signifikan terhadap purchase decision produk N'Pure. Temuan ini menunjukkan bahwa penerapan produk ramah lingkungan, penggunaan kemasan yang berkelanjutan, serta promosi yang menekankan kepedulian terhadap lingkungan mampu meningkatkan keputusan pembelian konsumen. Dalam perspektif bisnis Islam, penerapan green marketing mencerminkan nilai-nilai syariah seperti amanah, tanggung jawab, kejujuran, dan kepedulian terhadap kelestarian lingkungan, sehingga dapat mendorong terciptanya perilaku konsumsi yang lebih bertanggung jawab dan berkelanjutan sesuai prinsip syariah. ABSTRACT The rapid growth of the Skincare industry in Indonesia has intensified competition among companies to attract consumer attention. Increasing public awareness of environmental issues has also encouraged Skincare companies to implement green marketing strategies to influence consumers' purchase decisions. N'Pure is one of the local Skincare brands that implements the concepts of green product, green packaging, and green promotion as a commitment to environmental sustainability. This study aims to examine the influence of green product, green packaging, and green promotion on the purchase decision of N'Pure products among Generation Z consumers in Bandar Lampung from an Islamic business perspective. This study employed a quantitative approach using a survey method involving Generation Z consumers of N'Pure products in Bandar Lampung. The sampling technique used was simple random sampling, with a total of 97 respondents. Data were collected through an online questionnaire and analyzed using the Partial Least Square– Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results indicate that green product, green packaging, and green promotion have a positive and significant effect on the purchase decision of N'Pure products. These findings suggest that the implementation of environmentally friendly products, sustainable packaging, and promotional activities emphasizing environmental awareness can enhance consumers' purchase decisions. From the Islamic business perspective, the implementation of green marketing reflects Sharia values such as trustworthiness (amanah), responsibility, honesty, and concern for environmental sustainability, thereby encouraging more responsible and sustainable consumer behavior in accordance with Islamic principles. Keywords: Green product, Green packaging, Green promotion, Purchase Decision, Islamic Business Perspective.

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