Peran Self-Identity Sebagai Mediasi Pengaruh Peer Influence Terhadap Green Purchase Intention: Studi Pada Generasi Z
DOI:
https://doi.org/10.37385/msej.v4i6.9196Keywords:
Peer Influence, Self Identity, Green Purchase IntentionAbstract
Penelitian ini menguji hubungan self-identity, peer influence, dan green purchase intention pada generasi Z. Populasi penelitian ini adalah generasi Z di Kota Kediri. Jenis penelitian ini adalah eksplanatori dengan pendekatan kuantitatif dengan mengumpulkan sebanyak 119 data responden. Analisis data menggunakan partial least square (SEM PLS). Hasil penelitian menunjukkan peer influence dan self identity memiliki pengaruh terhadap niat pembelian produk ramah lingkungan, self identity mampu menjadi mediasi hubungan antara peer influence dan green purchase intention.
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