Citation:

Aris Teguh Hidayat, Bahtiar Usman, Kusnadi. "The Effect of Green Human Resources Management, Strategic Human Capital and Crisis Management Mediated by Strategic Service Management on The Organizational Performance of the Army Military Hospital" International Research Journal of Economics and Management Studies, Vol. 4, No. 3, pp. 24-31, 2025.

Abstract:

The Indonesian food seasoning market is growing rapidly, with challenges presented by competition, changing consumer habits, and the need to innovate continually. Among these is the growing influence of Generation Z, who prioritize health, sustainability, and transparency in their purchases. This study examines the determinants of Gen Z’s consumption behavior in the food seasoning market, such as product attributes, health concerns, environmental awareness, marketing strategies, price sensitivity, and availability. Based on a mixed-methods approach combining semi-structured interviews and structured questionnaires of 240 Gen Z consumers in DKI Jakarta, the quantitative results show that health value and marketing strategies significantly influence purchase intentions. Marketing (p-value 0.004) and health (p-value 0.000) are high-ranking drivers to shape the purchase behavior of Gen Z.

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Keywords:

Green Human Resource Management, Strategic Human Capital, Strategic Service Management, Management Crisis, Organizational Performance.