Digital Green Marketing and Product Innovation: Strategies to Enhance Generation Z's Purchase Intention toward Sustainable MSMEs

Abstract

Purpose - This study aims to analyze the influence of Digital Green Advertising and Product Innovation on the purchase intention of Generation Z in Wonosobo Regency regarding MSME products.

Method - This study employs a quantitative approach using explanatory research. Random sampling was used to select 450 Generation Z respondents in Wonosobo Regency who expressed an interest in purchasing MSME products. Data were collected via questionnaires, while analysis was conducted using IBM SPSS software, covering validity and reliability tests, goodness-of-fit tests, classical assumption tests, multiple linear regression analysis, and the coefficient of determination.

Findings - The results indicate that Digital Green Advertising has a positive effect on purchase intention. Product Innovation also has a positive effect on purchase intention.

Implications - The findings are expected to serve as a reference for MSME operators in designing eco-friendly marketing strategies specifically by enhancing the digitalization of green promotions and developing product innovations to boost consumer purchase intention.