Septian Fuad Fadhilah, . (2026) ANALISIS HUBUNGAN ANTARA GREEN MARKETING DAN SUSTAINABILITY AWARENESS TERHADAP CONSUMER PURCHASING DECISION PADA PRODUK TELEPON SELULER. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid growth of the mobile phone industry has exacerbated various environmental issues, particularly the high volume of electronic waste (e-waste) resulting from the relatively short lifecycle of these devices. The purpose of this study is to analyze the influence of green marketing and sustainability awareness on Generation Z’s purchasing decisions regarding mobile phone products, as well as to formulate business strategies based on the Business Model Canvas (BMC) using the empirical results obtained. The study was conducted in two phases. The first phase employed a quantitative approach through a survey using questionnaires distributed to students at the Veteran National Development University in Jakarta as a representative sample of Generation Z. The data obtained were then analyzed using multiple linear regression after undergoing an outlier screening process. The second phase translated the results of the empirical analysis into the design of a BMC as a business strategy recommendation. The results indicate that green marketing has a significant effect on consumer purchasing decisions, whereas sustainability awareness does not show a significant partial effect. However, when considered simultaneously, the two variables account for 33.9% of the variation in consumer purchasing decisions. These findings suggest that purchasing decisions are more influenced by how sustainability values are communicated through marketing activities than by the level of sustainability awareness held by consumers.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210312025] [Pembimbing: Nanang Alamsyah [Penguji 1: Redian Wahyu Elanda] [Penguji 2: Donny Montreano] |
| Uncontrolled Keywords: | business model canvas; consumer purchasing decision; green marketing |
| Subjects: | H Social Sciences > HA Statistics Q Science > Q Science (General) T Technology > TA Engineering (General). Civil engineering (General) |
| Divisions: | Fakultas Teknik > Program Studi Teknik Industri (S1) |
| Depositing User: | SEPTIAN FUAD FADHILAH |
| Date Deposited: | 28 Aug 2026 06:57 |
| Last Modified: | 28 Aug 2026 06:57 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52620 |
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