NIAT BELI PRODUK SANITASI MENSTRUASI ZERO-WASTE PADA GENERASI Z: PERAN PENGETAHUAN, KEPEDULIAN LINGKUNGAN, HIGIENITAS, DAN RISIKO
Abstract
Produk sanitasi menstruasi ramah lingkungan menjadi perhatian dalam kajian perilaku konsumen hijau karena berkaitan dengan pengurangan limbah sekali pakai, kesehatan perempuan, dan perubahan pola konsumsi Generasi Z. Penelitian ini bertujuan menganalisis pengaruh pengetahuan produk, kepedulian lingkungan, persepsi higienitas, dan persepsi risiko terhadap niat beli produk sanitasi menstruasi ramah lingkungan pada perempuan Generasi Z di Kota Medan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 120 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner terstruktur dan dianalisis dengan regresi linear berganda. Hasil penelitian menunjukkan bahwa pengetahuan produk berpengaruh positif dan signifikan terhadap niat beli (B = 0,274; Sig. = 0,000), kepedulian lingkungan berpengaruh positif dan signifikan (B = 0,226; Sig. = 0,003), dan persepsi higienitas berpengaruh positif dan signifikan (B = 0,313; Sig. = 0,000). Sebaliknya, persepsi risiko berpengaruh negatif dan signifikan terhadap niat beli (B = -0,181; Sig. = 0,012). Nilai R Square sebesar 0,565 menunjukkan bahwa model mampu menjelaskan 56,5% variasi niat beli, sedangkan uji simultan menunjukkan pengaruh yang signifikan (F = 37,400; Sig. = 0,000). Temuan ini menegaskan bahwa niat beli Generasi Z terhadap produk sanitasi menstruasi ramah lingkungan tidak cukup dijelaskan oleh kepedulian lingkungan, tetapi juga sangat ditentukan oleh pengetahuan produk, keyakinan terhadap higienitas, dan rendahnya risiko yang dirasakan.
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