THE EFFECT OF GREEN ADVERTISING, GREEN TRUST AND ONLINE CUSTOMER REVIEW ON PURCHASE DECISIONS OF COSMETIC PRODUCTS AMONG GENERATION Z USERS OF SHOPEE IN THE SPECIAL REGION OF YOGYAKARTA

Abstract

The purpose of this research is to analyze the effect of green advertising, green trust and online customer review on purchase decision of cosmetic products among generation Z users of Shopee in the special region of Yogyakarta. The sampling technique in this study used a purposive sampling technique with total of 127 respondents. The data collected for this study were quantitative and gathered through online questionnaires, which were tested for validity and reliability. For analysis, this study utilized Statistical Product and Service Solution (SPSS) for windows version 23.0. The results of the study showed the green advertising influences purchase decision, green trust influences purchase decision, and online customer review influences purchase decision.