Pengaruh Faktor Personal Digital Native Generasi Z terhadap Minat Eksploratif - Transaksional Pembelian Properti Green
DOI:
https://doi.org/10.58344/locus.v5i6.5965Keywords:
generation z, digital native, green property, purchase intention, systematic literature reviewAbstract
Dominasi Generasi Z sebagai digital native dan urgensi keberlanjutan lingkungan telah menciptakan dinamika baru dalam lanskap industri real estate. Namun, terdapat kesenjangan antara tingginya minat pencarian dan rendahnya realisasi pembelian. Tinjauan literatur sistematis (SLR) ini bertujuan untuk menyintesis pengaruh faktor personal digital Generasi Z terhadap transisi dari minat eksploratif menuju minat transaksional dalam konteks pembelian properti berkonsep hijau (green property). Penelitian ini secara ketat mengadopsi protokol PRISMA 2020. Pencarian literatur dilakukan pada tiga basis data global utama (Scopus, Web of Science, dan ScienceDirect) dengan rentang waktu publikasi 2019–2026. Penilaian kualitas metodologis menggunakan instrumen Mixed Methods Appraisal Tool (MMAT). Dari 540 rekaman awal, sebanyak 38 artikel inti diekstraksi untuk sintesis tematik. Analisis tematik mengungkap tiga temuan utama. Pertama, kefasihan digital dan algoritma penelusuran mengeskalasi minat eksploratif secara eksponensial. Kedua, tingginya nilai ekosentris (eco-anxiety) mengubah properti hijau menjadi standar preferensi dasar. Ketiga, terjadi intention-behavior gap yang masif pada fase transaksional akibat hambatan struktural; pragmatisme finansial Generasi Z selaku pembeli rumah pertama berbenturan keras dengan harga premium (green premium). Tingginya interaksi digital dan idealisme lingkungan Generasi Z tidak secara otomatis mengarah pada komitmen finansial akibat hambatan daya beli. Sebagai solusi, kajian ini mengusulkan kerangka konseptual baru yang mengintegrasikan penyediaan "Rumah Subsidi Berkonsep Green" sebagai variabel moderasi strategis untuk memecah kebuntuan transaksional, khususnya di negara berkembang. Temuan ini memberikan implikasi krusial bagi pengembangan teori perilaku konsumen, strategi pemasaran pengembang properti, serta formulasi kebijakan perumahan publik.
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