PENGARUH CONTENT MARKETING TERHADAP MINAT BELI GREEN PRODUCT MELALUI PERAN MEDIASI SIKAP PADA GENERASI Z DI KOTA PALEMBANG

Alfando, Lucky (2024) PENGARUH CONTENT MARKETING TERHADAP MINAT BELI GREEN PRODUCT MELALUI PERAN MEDIASI SIKAP PADA GENERASI Z DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

Generation Z is known as a group that is very connected to digital technology and has high concern for environmental issues. This research aims to measure the influence of Content Marketing on Interest in Buying Green Products through the Mediating Role of Attitudes in Generation Z in Palembang City. The data used in this research is primary data. The sampling technique used a purposive sampling method and obtained 100 respondents. Data processing uses SmartPLS 4.0. From the results of testing the four hypotheses, it shows that Content Marketing significantly influences interest in buying Green Products, Content Marketing has a significant influence on Attitudes to buy Green Products, Attitude has a significant influence on interest in buying Green Products, Content Marketing has a significant influence on Interest in Buying Green Products through the mediating role of attitude. Keywords: Content Marketing, Purchase Interest, Attitude.

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