Peran Mediasi Green Packaging: Green Promotion terhadap Repurchase Intention
Abstract
Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh green promotion terhadap repurchase intention dimediasi oleh green packaging secara langsung maupun secara tidak langsung. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kausal. Populasi dalam penelitian ini adalah seluruh konsumen umkm di Kec. Huta Bayu Raja, Kab. Simalungun, Prov. Sumatera Utara. Sampel dalam penelitian ini menggunakan quota sampling konsumen umkm di Kec. Huta Bayu Raja, Kab. Simalungun, Prov. Sumatera Utara sebanyak 80. Teknik pengumpulan data dalam penelitian ini menggunakan teknik angket. Teknik analisis data dalam penelitian ini menggunakan pendekatan kuantitatif menggunakan analisis statistik dengan menggunkana uji Analisis Auter Model, Analisis Inner Model, dan Uji Hipotesis. Pengolahan data dalam penelitian ini menggunakan program software PLS (Partial Least Square). Hasil penelitian ini membuktikan bahwa secara langsung green packaging dan green promotion berpengaruh signifikan terhadap repurchase intention, green promotion berpengaruh signifikan terhadap green packaging, dan secara tidak langsung green packaging mampu memediasi pengaruh green promotion terhadap repurchase intention pada New Normal di Kecamatan Huta Bayu Raja, Kabupaten Simalungun.
Keywords:
Green Packaging, Green Promotion, Repurchase Intention
References
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Zekiri, J., & Hasani, V. V. (2015). he Role And Impact Of The Packaging Effect On Consumer Buying Behaviour. Ecoforum Journal, 4(1), 1–29.
Zhao, L., Li, F., Chen, G., Fang, Y., An, X., Zheng, Y., Xin, Z., Zhang, M., Yang, Y., & Hu, Q. (2012). Effect Of Nanocomposite‐Based Packaging On Preservation Quality Of Green Tea. Wiley Online Library, 47(3), 572–578. https://doi.org/10.1111/j.1365-2621.2011.02879.x
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Agariya, A. K., Johari, A., Sharma, H., Chandraul, & Singh, D. (2012). The Role Of Packaging In Brand Communication. International Journal of Scientific & Engineering Research, 3(2), 1–13.
Amalia, N., & Deliana, Y. (2021). Hubungan Pengetahuan Terhadap Perilaku Penggunaan Green Packaging Di Masyarakat Kota Bandung, Jawa Barat. Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 7(1), 38–48.
Ardhanari, M. (2013). Customer Satisfaction Pengaruhnya Terhadap Brand Preference Dan Repurchase Intention Private Brand. Jurnal Riset Ekonomi Dan Bisnis, 8(2), 58–69.
Atkins, P., & Bowler, I. (2016). Food in Society: Economy, Culture, Geography. Routledge.
Bismala, L., Arianty, N., & Farida, T. (2015). PERILAKU ORGANISASI.
Cheung, D. K. K., Welford, R. J., & Hills, P. R. (2019). CSR And The Environment: Business Supply Chain Partnerships In Hong Kong And PRDR, China. Corporate Social Responsibility and Environmental Management, 16(5), 250–263. https://doi.org/10.1002/CSR.208
Choiroh, F. (2020). Pengaruh Green Product Dan Green Price Terhadap Minat Beli Konsumen Pada Produk Tupperware (Studi Kasus Pada Mahasiswa Manajemen Fe Unisla). Jurnal Ekonomi Manajemen Akuntansi, 1(2), 1–3.
Deliya, M. M., & Parmar, B. J. (2012). Role Of Packaging On Consumer Buying Behavior–Patan District. Global Journal of Management and Business Research, 12(10), 49–67.
Dhurup, M., Mafini, C., & Dumasi, T. (2014). he Impact Of Packaging, Price And Brand Awareness On Brand Loyalty: Evidence From The Paint Retailing Industry. Acta Commercii, 14(1), 1–9.
Farooq, M., Hussain, M., Wakeel, A., & Siddique, K. (2015). Salt Stress In Maize: Effects, Resistance Mechanisms, And Management. Agronomy for Sustainable Development, 35(2), 461–481. https://doi.org/10.1007/s13593-015-0287-0
Febriani, S. (2019). Pengaruh Green Marketing Mix Terhadap Green Product Purchase Intention Pada Produk Innisfree Di Jakarta Dengan Consumer’s Attitude Sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 3(1), 49–60.
Gidey, A. (2017). Factors Affecting Online Repurchase Intention: Case Study of Ethiopian Airlines. LAP LAMBERT Academic Publishing.
Hendarsono, G. (2013). Analisa Pengaruh Experiential Marketing Terhadap Minat Beli Ulang Konsumen Cafe Buntos 99 Sidoarjo. Jurnal Strategi Pemasaran, 1(2), 1–8.
Hume, M., & Mort, G. S. (2010). The Consequence Of Appraisal Emotion, Service Quality, Perceived Value And Customer Satisfaction On Repurchase Intent In The Performing Arts. Journal of Services Marketing, 24(2), 170–182.
Ismail, A. G., Zaenal, M., & Shafiai, M. H. M. (2014). Philanthrophy in Islam: A promise to Welfare Economics System IRTI Working Paper Series. Islamic Research and Training Institute.
Kartawinata, B. R., Maharani, D., Pradana, M., & Amani, H. M. (2020). The Role of Customer Attitude in Mediating the Effect of Green Marketing Mix on Green Product Purchase Intention in Love Beauty and Planet Products in Indonesia. Proceedings of the International Conference on Industrial Engineering and Operations Management, 10(14), 3023–3033.
Kılıç, S., & Özdemir, E. (2019). Green Marketing Strategies and Marketing Performance: Concepts, Methodologies, Tools, and Applications. Ertugrul.
Kotler, P, & Armstrong, G. (2011). Principles of Marketing, Student Value Edition. Prentice Hall PTR.
Kotler, Philip, & Keller, K. L. (2012). Manajemen Pemasaran. Erlangga.
Limakrisna, N., & Susilo, W. H. (2012). Manajemen Pemasaran Teori dan Aplikasi dalam Bisnis. In Jakarta: Mitra Wacana Media.
Nisa, F. K. (2019). Faktor Yang Mempengaruhi Green Prodact Purchase Decision Pada Produk Perbekalan Kesehatan Rumah Tangga Ramah Lingkungan di Surabaya. Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya, 8(1), 1059–1075.
Nisa, S. C. (2019). Pengaruh Green Marketing Terhadap Keputusan Pembelian Produk Air Mineral Ades (Studi Pada Mahasiswa Stie Pgri Dewantara Jombang). EJournal Administrai Bisnis, 3(2), 1–9.
Noviadji, B. R. (2014). Desain Kemasan Tradisional Dalam Konteks Kekinian. Artika, 1(1), 10–21.
Santoso, I., & Fitriyani, R. (2016). Green Packaging, Green Product, Green Advertising, Persepsi. Jurnal Ilmu Keluarga & Konsumen, 9(2), 147–158.
Saputra, A. A., Amboningtyas, D., & Hasiholan, L. B. (2020). The Influence Of Brand, Atmosphere Store And Word Of Mouth On Repurchase Intention (Case Study At Sambal Special Stalls). Journal of Management, 6(2), 1–9.
Sari, G. A. W., & Setiawan, P. Y. (2017). Pengaruh Green Marketing dan Packaging terhadap Brand Image dan Loyalitas Pelanggan pada Konsumen Starbucks Coffee. E-Jurnal Manajemen Universitas Udayana, 6(7), 3820–2849.
Tehrani, N., & Sinha, S. (2015). Understanding Green Business. AuthorHouse.
Yulianti, T. (2016). Perilaku Organisasi. Salemba Empat.
Zekiri, J., & Hasani, V. V. (2015). he Role And Impact Of The Packaging Effect On Consumer Buying Behaviour. Ecoforum Journal, 4(1), 1–29.
Zhao, L., Li, F., Chen, G., Fang, Y., An, X., Zheng, Y., Xin, Z., Zhang, M., Yang, Y., & Hu, Q. (2012). Effect Of Nanocomposite‐Based Packaging On Preservation Quality Of Green Tea. Wiley Online Library, 47(3), 572–578. https://doi.org/10.1111/j.1365-2621.2011.02879.x
Zhao, P., Ouyang, Y., Xu, M., Yang, L., & Ren, Y. (2018). Applied Sciences in Graphic Communication and Packaging: Proceedings of 2017 49th Conference of the International Circle of Educational Institutes for Graphic Arts Technology and Management & 8th China Academic Conference on Printing and Packaging. Springer Singapore.
Published
2023-05-31
How to Cite
Arianty, N., & Ariska, D. (2023). Peran Mediasi Green Packaging: Green Promotion terhadap Repurchase Intention. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 6(2), 1675-1695. https://doi.org/https://doi.org/10.36778/jesya.v6i2.1249
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
