Green Lifestyle, Ethical Consumption, Social Norm terhadap Repurchase Intention Skincare Ramah Lingkungan dalam Perspektif Islamic Business Ethics
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Abstract
Penelitian ini bertujuan menganalisis pengaruh green lifestyle, ethical consumption, dan social norm terhadap repurchase intention produk skincare ramah lingkungan pada pengguna Avoskin Generasi Z di Kota Bandar Lampung dalam perspektif Etika Bisnis Islam. Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif. Data primer diperoleh melalui penyebaran kuesioner kepada 100 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan metode PLS-SEM melalui pengujian model pengukuran, model struktural, hipotesis, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa green lifestyle, ethical consumption, dan social norm berpengaruh positif dan signifikan terhadap repurchase intention. Social norm menjadi variabel yang memiliki pengaruh paling dominan. Temuan tersebut menunjukkan bahwa gaya hidup ramah lingkungan, pertimbangan etis dalam konsumsi, dan dukungan lingkungan sosial dapat meningkatkan niat pembelian ulang pengguna Avoskin. Dalam perspektif Etika Bisnis Islam, hasil penelitian mencerminkan pentingnya perilaku konsumsi dan praktik bisnis yang berlandaskan kejujuran, tanggung jawab, kemaslahatan, serta kepedulian terhadap lingkungan.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
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