| dc.description.abstract | Company officials realize that sustainability issues will be very beneficial
in facing today's business competition. More consumers are starting to live an
environmentally friendly lifestyle and prefer brands that have social concerns.
Garnier is one of the top three brands chosen by Indonesian consumers, which
implements sustainability through the Garnier Green Beauty program.
This research aims to analyze how green product, green promotion, and
green perceived value of Garnier products partially and simultaneously affect
millennial purchasing intention in Medan.
The research form used in this research was quantitative form with an
associative approach. The samples were taken with a purposive sampling technique
and used 100 respondents as the samples. The primary data were obtained by
distributing questionnaires through google form whereas the secondary data were
obtained through literature studies, previous research, and data obtained through
the internet. The methods of data analysis that were used are validity test, reliability
test, classic assumptions test, multiple linear regression analysis, and hypothesis
test.
The results showed that green product, green promotion, and green
perceived value of Garnier products partially and simultaneously influence
millennial purchasing intention in Medan. The coefficient test of determination with
an R-value is 0.809. The Adjusted R Square value showed that the green product,
green promotion, and green perceived value can explain the purchase intention by
64.3%, while the remaining 35.7% is influenced by other variables not discussed in
this research. | en_US |
