The Effect Of Digital Marketing, Environmental Awareness, And Product Quality On Generation Z’s Interest In Purchasing Environmentally Friendly Products In Tulungagung
Keywords:
Digital Marketing, Environmental Awareness, Product Quality, Purchase Intention for Eco-Friendly ProductsAbstract
This study aims to examine the influence of digital marketing, environmental awareness, and product quality on the purchase intention of ecofriendly products among Generation Z in Tulungagung. This study is motivated by changes in consumer behavior in the digital era, particularly among Generation Z, who are increasingly exposed to information through social media and various digital platforms, thereby driving the trend toward eco-friendly products. Although environmental awareness is increasing, not all consumers automatically have a high purchase intention because other factors also influence it, such as digital marketing and perceptions of product quality. This study uses a quantitative associative approach by distributing questionnaires to 100 Generation Z respondents in Tulungagung. The collected data were analyzed using multiple linear regression with hypothesis testing via the partial t-test and the simultaneous F-test. The results of this study indicate that digital marketing has a positive and significant effect on the purchase intention for eco-friendly products among Generation Z in Tulungagung, Environmental awareness has a positive but insignificant effect on the purchase intention of eco-friendly products among Generation Z in Tulungagung; product quality has a positive and significant effect on the purchase intention of eco-friendly products among Generation Z in Tulungagung; and digital marketing, environmental awareness, and product quality have a simultaneous effect on the purchase intention of eco-friendly products among Generation Z in Tulungagung. The practical implications of this study are that companies need to optimize informative and interactive digital marketing and improve the quality of eco-friendly products to stimulate purchasing interest, accompanied by consumer education efforts so that environmental awareness can play a greater role in purchasing decisions.
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