The Influence Of Brand Awareness and Green Perception On Purchasing Decisions Of Sensatia Botanicals Products

Abstract. Environmental issues such as global warming, climate change, and plastic waste have driven the emergence of the green consumerism trend, where consumers begin to consider sustainability aspects in their purchase decisions. Generation Z, as a group of young consumers, shows strong concern for environmentally friendly products, including those in the beauty industry. Sensatia Botanicals, a local brand that emphasizes sustainability values, is the subject of this research. This study aims to examine the influence of Green Brand Awareness and Green Perception on the Purchase Decision of Sensatia Botanicals products among Generation Z consumers in Bandung City, both partially and simultaneously. The research uses a quantitative approach with descriptive and verificative methods. A sample of 200 respondents was determined using purposive sampling, with criteria including Gen Z consumers aged 18–26 years who have used Sensatia Botanicals products. Data were collected through an online questionnaire using a five-point Likert scale. The data were analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results show that both partially and simultaneously, green brand awareness and green perception have a positive and significant effect on purchase decisions. This study suggests that Sensatia Botanicals should continue to strengthen its eco-friendly brand image and pay attention to consumer perception regarding the sustainability values of its products.   Abstrak. Isu lingkungan seperti pemanasan global, perubahan iklim, dan limbah plastik telah mendorong munculnya tren green consumerism, di mana konsumen mulai mempertimbangkan aspek keberlanjutan dalam keputusan pembelian. Generasi Z sebagai kelompok konsumen muda menunjukkan kepedulian yang tinggi terhadap produk ramah lingkungan, termasuk dalam industri kecantikan. Sensatia Botanicals sebagai merek lokal yang menonjolkan nilai keberlanjutan menjadi objek dalam penelitian ini. Penelitian ini bertujuan untuk mengetahui pengaruh Green Brand Awareness dan Green Perception terhadap Keputusan Pembelian produk Sensatia Botanicals pada konsumen Generasi Z di Kota Bandung, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Sampel sebanyak 200 responden ditentukan melalui teknik purposive sampling dengan kriteria konsumen Gen Z berusia 18–26 tahun yang pernah menggunakan produk Sensatia Botanicals. Pengumpulan data dilakukan melalui kuesioner online menggunakan skala Likert lima poin. Analisis data dilakukan dengan regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, green brand awareness dan green perception berpengaruh positif dan signifikan terhadap keputusan pembelian. Penelitian ini menyarankan agar Sensatia Botanicals terus memperkuat citra merek ramah lingkungan dan memperhatikan persepsi konsumen terhadap nilai keberlanjutan produk.