PENGARUH GREEN PRODUCT TERHADAP NIAT BELI RUMAH SUBSIDI BERKONSEP GREEN PADA GENERASI Z: PERAN MEDIASI GREEN PERCEIVED VALUE DAN MODERASI PERCEIVED PRICE
DOI:
https://doi.org/10.31539/rncejh54Keywords:
Green Product, Green Perceived Value, Perceived Price, Purchase Intention, Generasi Z, Rumah Subsidi Berkonsep Green, Pemasaran Hijau, Tinjauan Literatur SistematisAbstract
Perkembangan konsep green product dalam sektor perumahan subsidi menjadi salah satu strategi penting dalam mendorong keberlanjutan lingkungan sekaligus memenuhi kebutuhan generasi muda akan hunian yang ramah lingkungan. Studi ini mengkaji beberapa artikel jurnal yang diterbitkan antara tahun 2020 dan 2025 menggunakan pendekatan Tinjauan Literatur Sistematis (SLR) Generasi Z, sebagai kelompok konsumen dominan masa depan, menunjukkan kecenderungan positif terhadap produk hijau, namun keputusan pembelian mereka dipengaruhi oleh persepsi nilai (green perceived value) dan sensitivitas harga (perceived price). Kajian literatur ini menyoroti hubungan antara green product dan niat pembelian rumah subsidi berkonsep green, dengan fokus pada peran mediasi green perceived value serta moderasi perceived price. Hasil telaah menunjukkan bahwa green perceived value memperkuat hubungan antara green product dan purchase intention, sementara perceived price dapat memperlemah atau memperkuat niat pembelian tergantung pada tingkat kesadaran lingkungan dan daya beli konsumen. Kajian ini memberikan kontribusi teoritis dalam literatur pemasaran hijau serta implikasi praktis bagi pengembang perumahan subsidi di Indonesia.
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