PENGARUH PESAN SUSTAINABLE SKINCARE PADA KAMPANYE #MULAIDARIMEJARIAS TERHADAP GREEN PURCHASE BEHAVIOR (SURVEI PADA FOLLOWERS INSTAGRAM @AVOSKINBEAUTY)

Elsa Nur Alivia, . (2025) PENGARUH PESAN SUSTAINABLE SKINCARE PADA KAMPANYE #MULAIDARIMEJARIAS TERHADAP GREEN PURCHASE BEHAVIOR (SURVEI PADA FOLLOWERS INSTAGRAM @AVOSKINBEAUTY). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Consumptive behavior in purchasing skincare products in Indonesia is increasingly prevalent. On the other hand, green campaigns or the delivery of sustainable messages by skincare brands are still relatively rare. This condition aligns with the findings of ’Ainy (2020), which revealed that 93.16% of the community in Karang Panjang Sub-district, Ambon City, exhibited consumptive behavior due to the frequency of shopping through e-commerce platforms. This high level of consumption is not yet accompanied by adequate environmental awareness, as reflected in the increasing waste of skincare packaging. In response to this issue, Avoskin launched the #MulaiDariMejaRias Campaign as an educational effort to encourage more conscious and sustainable consumption patterns. This study aims to determine the influence of sustainable skincare messages in the #MulaiDariMejaRias Campaign on Green Purchase Behavior among Instagram followers of @avoskinbeauty. The research uses a quantitative explanatory approach with a survey method, distributing questionnaires to 100 respondents. The analysis is based on the three main factors of the Theory of Planned Behavior (TPB): Attitude toward Behavior, Subjective Norm, and Perceived Behavioral Control. The data were analyzed using classical assumption tests, coefficient of determination, and hypothesis testing. The results show that all three TPB factors significantly influence Green Purchase Behavior, with the following effect values: Attitude toward Behavior (0.242), Subjective Norm (0.252), and Perceived Behavioral Control (0.408). The coefficient of determination value of 57.1% proves that the #MulaiDariMejaRias Campaign is effective in shaping more environmentally conscious consumption behavior among social media users. These findings may serve as a reference for future studies on the effectiveness of persuasive digital campaigns on social media platforms.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411007] [Pembimbing: Anter Venus] [Penguji 1: Drina Instyaswati] [Penguji 2: Rizkiya Ayu Maulida]
Uncontrolled Keywords: Campaign Message, Sustainable Skincare, Green Purchase Behavior, Theory of Planned Behavior (TPB).
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: ELSA NUR ALIVIA
Date Deposited: 28 Jul 2025 07:46
Last Modified: 06 Aug 2025 06:46
URI: http://repository.upnvj.ac.id/id/eprint/38941

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