Pengaruh Green Marketing, Product Knowledge, Dan Green Packaging Terhadap Green Repurchase Intention Susu Milo Activ-Go Uht Di Kota Cimahi
DOI:
https://doi.org/10.31539/costing.v7i5.11981Keywords:
Green Marketing, Product Knowledge, Green Packaging, Green Repurchase IntentionAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh green marketing, product knowledge, dan green packaging terhadap green repurchase intention Susu Milo Activ-Go UHT di Kota Cimahi. Teknik pengumpulan data yang digunakan yaitu nonprobability sampling dengan penelitian purposive sampling dengan jumlah responden sebanyak 100 orang konsumen Susu Milo Activ-Go UHT yang berdomisili di Kota Cimahi dengan rentang usia 17 tahun sampai dengan 35 tahun. Sumber data pada penelitian ini diperoleh melalui penyebaran kuesioner yang sudah dinyatakan valid dan reliabel serta sudah lolos melewati uji asumsi klasik. Teknik analisis data yang digunakan adalah analisis deskriptif dan uji regresi berganda dengan menggunakan software SPSS versi 26. Hasil penelitian menunjukkan green marketing berpengaruh positif dan signifikan terhadap green repurchase intention, product knowledge berpengaruh positif dan signifikan terhadap green repurchase intention, green packaging berpengaruh positif dan signifikan terhadap green repurchase intention. Kemudian green marketing, product knowledge, dan green packaging berpengaruh secara simultan terhadap green repurchase intention.
References
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Alzahir, A., F., & Lestari, B. (2021). Pengaruh Kualitas Produk Dan Product Knowledge Terhadap Minat Beli Ulang Produk Crocs Original (Studi Kasus pada Mahasiswa Adminstrasi Niaga). Jurnal Aplikasi Bisnis (JAB). V.7 No.1. E-ISSN: 2407-5523. ISSN: 2407-3741 https://jurnal.polinema.ac.id/index.php/jab/article/download/1932/1473
Arianty, N., Ariska, D., & Kunci, K. (2023). Peran Mediasi Green Packaging : Green Promotion terhadap Repurchase Intention. 6(2), 1675–1695. E-ISSN : 2599-3410. P-ISSN : 2614-3259. https://doi.org/10.36778/jesya.v6i2.1249
Arviani, F. (2022). Green Marketing: Pengertian, Tujuan, Komponen dan Manfaatnya. Published 2 Years Ago on 15/03/2022. https://lindungihutan.com/blog/green-marketing/?amp=1
Arima, S. I., Zulkarnain, & Jaya Ginting, E. D. (2020). The Effect of Electronic Word of Mouth to Repurchase Intention of Shopee Online Store Consumers in Medan City. International Journal of Progressive Sciences and Technologies; Vol 19, No 2 (2020). https://doi.org/10.52155/ijpsat.v19.2.1683
Badan Pusat Statistik. (2024). Produk Susu Segar Menurut Provinsi. https://www.bps.go.id/id/statistics-table/2/NDkzIzI=/produksi- susu-segar-menurut-provinsi.html
Basmatulhana, H. (2022). Begini Sikap Peduli Lingkungan dengan Prinsip 3R. https://www.detik.com/edu/detikpedia/d-6225848/begini-sikap-peduli-lingkungan-dengan-prinsip-3r/amp.
Chaudhary, R. & Bisai. S. (2018). Factor Influencing Green Purchase Behavior Of Millenials In India. Management Of Enviromental Quality: An International Journal, Vol.29 No.5, p. 29, doi: 10.1108/MEQ-02-2018-0023
De Toni, D., Eberle, L., Larentis, F. & Milan, G.S. (2017). Antecedents Of Perceived Value And Repurchase Intention Of Organic Food. Journal Of Food Products Marketing. Vol.24 No.4, pp. 1-20. doi: 10.1080/10454446.2017.1314231
Farida, N., Retno, V. S., & Ngatno, N. (2024). The Influence Of Green Marketing On Repurchase Intention And Customer Loyalty Through Cuatomer Satisfaction As A Mediation Variable. Vol 4 No 1. 82-87. P-ISSN: 2720-9644. E-ISSN: 2721-0871. https://doi.org/10.38142/jtep.v4i1.972. https://journalkeberlanjutan.com/index.php/jtep
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Kholifah. (2022). Product Knowledge dan Product Promotion terhadap Purchase Satisfaction dan Repurchase Intention Selama Pandemic COVID-19. Vol.1. http://jurnal.universitasputrabangsa.ac.id/index.php/jdbm%0A ARTICLE
Lam, A. Y. C., Lau, M. M., & Cheung, R. (2016). Modelling The Relationship Among Green Perceived Value, Green Trust, Satisfaction, And Repurchase Intention Of Green Products. Contemporary Management Research, 12(1), 47-60. https://doi.org/10.7903/cmr.13842
Maharani, I. P. D. (2023). Pengaruh Brand Preference dan Product Knowledge terhadap Keputusan Pembelian. 3(3), 511–522. e- ISSN 2774-7085. https://doi.org/10.32795/vol4wamrtno1th24. https://ejournal.unhi.ac.id/index.php/widyaamrita/article/view/2 683
Milo.co.id. (2023). Milo Kini Dengan Paper Straw. https://www.milo.co.id/
Mulyono, F. P., & Raya Sulistyowati. (2024). Pengaruh Green Marketing Dan Green Packaging Terhadap Perilaku Konsumen Guardian Supermarket Surabaya. 12(1). P-ISSN 2337-6708. E- ISSN 2723-3901. https://doi.org/10.26740/jptn.v11n3.p351-362. https://ejournal.unesa.ac.id/index.php/jptn/article/view/57408
Nahda, D. &. (2021). Hubungan Pengetahuan Terhadap Perilaku Penggunaan Green Packaging Di Masyarakat Kota Bandung, Jawa Barat. 7(1), 38–48. https://doi.org/10.25157/ma.v7i1.3864. https://jurnal.unigal.ac.id/index.php/mimbaragribisnis/article/vie w/3864
Ngurah, f. & Ekawati, N. (2016). Green Promotion Memediasi Green Packaging terhadap Repurchase Intention (Studi Pada AMDK ADES di Kota Denpasar). ISSN : 2302-8912. https://media.neliti.com/media/publications/253673-green- promotion-memedasi-green-packaging-e4c72f60.pdf
Peter J. Paul dan Olson Jerry C. (2010). Consumer behavior and Marketing Strategy 9th ed. New York. USA : Mc. Graw Hill Priyatno, Dwi. (2014). Mandiri Belajar Analisis Data dengan Spss. Yogyakarta: Mediakom.
Primus, J. (2023). Sejarah Minuman Siap Minum, Memanfaatkan Sisi Kepraktisan. https://www.kompas.com/stori/read/2023/01/27/194557679/sej arah-minuman-siap-minum-memanfaatkan-sisi-kepraktisan
Rahmawati, Fendy, Maradita, dan H. (2021). Gaya Hidup Terhadap Keputusan Pembelian Produk Susu UHT Ultramilk (Studi Kasus Masyarakat Kota Sumbawa). 1–9. https://doi.org/10.37673/jmb. https://garuda.kemdikbud.go.id/journal/view/24615?issue=Vol%204%20No%201%20(2021):%20Edisi%20Juni
Saddam, Endra Wahyu Septianan, Febriski Dwi Firdaus, Aldira Layza Madina, Faurelia Audina, Wardana, M. (2024). Pengaruh Product Knowledge Dan Trend Healthy Lifestyle Terhadap Minat Beli Produk UMKM Holly Jelly (Studi Kasus Pada Konsumen Gen Z di Surabaya). 1192, 183–193. ISSN: 3025-1192. http://jurnal.kolibi.org/index.php/neraca
Sanita, S., Kusniawati, A., Lestari, M. N., Ekonomi, F., & Galuh, U. (2019). Pengaruh Product Knowledge Dan Brand Image Terhadap Purchase Intention (Penelitian pada PT. Bahana Cahaya Sejati Ciamis). 169–184. E-ISSN :2684-8740. P-ISSN :2684-8759. https://jurnal.unigal.ac.id/index.php/bmej/article/view/2328
Sekaran, U., & Bougie, R (2017). Metode Penelitian Untuk Bisnis (6th ed). Jakarta: Salemba Empat.
Syahbandi, (2012). Implementasi Green Marketing Melalui Pendekatan Marketing dan Pengetahuan terhadap pilihan Konsumen (Studi The Body Shop Pontianak). Jurnal Eknonomi, Bisnis dan Kewirausahaan. ISSN: 2087-9957. https://www.neliti.com/publications/10498/implementasi-green-marketing-melalui-pendekatan-marketing-mix-demografi-dan-peng.
Top Brand Award. (2024). Susu Cair Dalam Kemasan Siap Minum. https://www.topbrand- award.com/komparasi_brand/bandingkan?id_award=1&id_kate gori=2&id_subkategori=18&tahun_awal=2021&tahun_akhir=2024&brand1=BearBrand&brand2=Frisian Flag&brand3=Indomilk&brand4=Milo&brand5=Ultra Milk
Ursula, M., Cruz, M., & Prabawani, B. (2017). Konsumen Ramah Lingkungan: Perilaku Konsumsi Hijau Civitas Academica Universitas Diponegoro. 1–10. https://doi.org/10.14710/jiab.2017.17215. http://www.fisip.undip.ac.id.
Zhuang, W., Cumiskey, K. J., Xiao, Q., & Alford, B. L. (2010). The Impact Of Perceived Value On Behavior Intention: An Emprical Study. Journal Of Global Business Management. 6(2). 1-7. https://www.researchgate.net/publication/303242064_The_impact_of_perceived_value_on_behavior_intention_An_empirical_study
Zaytun, A., A., & Sari, D., K. (2023). Green Marketing, Green Packaging dan Green Brand Image terhadap Repurchase intention pada Greensmart Sidoarjo. Indonesian Journal of Innovation Studies. https://ijins.umsida.ac.id/index.php/ijins/article/view/760/858. DOI:10.21070/ijins.v21i.760
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2024-08-17
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