Persepsi dan Literasi Nasabah Terhadap Penerapan Green Banking Pada Bank BCA, Tbk. (Studi Kasus Gen-Z)

Awareness of environmental issues and climate change has increased, and the concept of "green banking" or sustainable banking has become increasingly important to overcome the climate crisis. In this context, customer perception and literacy have an important role in supporting the improvement and development of green banking programs. Thus, this research aims to determine the influence of customer perception and literacy on the implementation of Green Banking. This research uses a quantitative descriptive approach method by taking samples using a non-probability sampling method with a purposive sampling technique. Data for the research was obtained through the distribution of questionnaires distributed via Google Forms to 100 respondents who were BCA Bank customers in Karawang. The selection of the number of respondents was based on the Lemeshow formula with an unknown population size. The data analysis method applied is Structural Equation Modeling (SEM) using the Partial Least Square (PLS) approach, carried out with the help of SmartPLS 3.2.9 software. The results of the analysis show that there is a partial positive and significant influence of the Customer Perception and Literacy variables on the implementation of Green Banking.

Keywords: Customer Perception, Customer Literacy, Green Banking, BCA Bank.