PENGARUH SUSTAINABLE MARKETING MIX TERHADAP NIAT PEMBELIAN KEMBALI DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (STUDI PADA PELANGGAN BATIK TULIS PAMEKASAN)

Authors

Arya Satya Pratama Universitas Trunojoyo Madura
Darul Islam Universitas Trunojoyo Madura

DOI:

Keywords:

Sustainable Marketing Mix, Niat Pembelian Kembali, Kepuasan Pelanggan, Batik Pamekasan, Batik Madura

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh penerapan Sustainable Marketing Mix (Produk, Harga, Tempat, Promosi) terhadap Niat Pembelian Kembali pada produk Batik Tulis Pamekasan, serta menguji peran Kepuasan Pelanggan sebagai variabel mediasi. Penelitian ini dilatarbelakangi oleh pergeseran perilaku konsumen dan perlunya strategi pemasaran yang adaptif bagi produk warisan budaya. Pendekatan yang digunakan adalah kuantitatif kausal. Pengumpulan data dilakukan melalui survei kepada 200 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan metode Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM). Hasil penelitian menunjukkan bahwa elemen Sustainable Product dan Sustainable Price tidak berpengaruh signifikan terhadap Kepuasan Pelanggan maupun Niat Pembelian Kembali. Sebaliknya, variabel Sustainable Place dan Sustainable Promotion terbukti berpengaruh positif dan signifikan secara langsung terhadap Niat Pembelian Kembali, di mana Promosi menjadi faktor yang paling dominan. Temuan lain dalam penelitian ini membuktikan bahwa Kepuasan Pelanggan tidak berperan sebagai variabel mediasi dalam hubungan antara Sustainable Marketing Mix dengan Niat Pembelian Kembali. Hal ini mengindikasikan bahwa keputusan konsumen untuk melakukan pembelian ulang lebih didorong oleh faktor stimulus eksternal, yaitu kemudahan akses distribusi dan paparan komunikasi pemasaran, dibandingkan faktor kepuasan terhadap atribut produk.

References

AJ, N., & Opal, C. (2005). Fair Trade: Market-Driven Ethical Consumption. https://doi.org/10.4135/9781446211526

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Amalia, F. A., Sosianika, A., & Christabel, F. A. (2021). Green Purchase Intention of Indonesian Young Consumers: Extending VAB Framework. Journal of Marketing Innovation (JMI), 1(01), 1–17. https://doi.org/10.35313/jmi.v1i01.9

B.S.Gunarekha, D. B. T. . (2020). Linkage between Sustainability and Tourism Marketing Mix Strategy. Journal of Xidian University, 14(4). https://doi.org/10.37896/jxu14.4/145

Beverland, M. B. (2005). Crafting Brand Authenticity: The Case of Luxury Wines. Journal of Management Studies, 42(5), 1003–1029. https://doi.org/https://doi.org/10.1111/j.1467-6486.2005.00530.x

Bhattacherjee, A. (2001). ECM IS Model. MIS Quarterly, 25(3), 351–370.

Borden, N. H. (1965). The Concept of the Marketing Mix. Wiley. https://books.google.co.id/books?id=YaSBQgAACAAJ

Carroll, A. B., & Shabana, K. M. (2010). The business case for corporate social responsibility: A review of concepts, research and practice. International Journal of Management Reviews, 12(1), 85–105. https://doi.org/10.1111/j.1468-2370.2009.00275.x

Charter, M., & Polonsky, M. J. (2017). Greener Marketing: A Global Perspective on Greening Marketing Practice. Taylor & Francis.https://books.google.co.id/books?id=7G1QDwAAQBAJ

Chen, Y., & Chang, C. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 51(1), 63–82. https://doi.org/10.1108/00251741311291319

Cohen, W. (2013). Drucker on Marketing: Lessons from the World’s Most Influential Business Thinker. McGraw-Hill Education.https://books.google.co.id/books?id=zkZxd-fdGusC

Dangelico, R. M., & Pujari, D. (2010). Mainstreaming green product innovation: Why and how companies integrate environmental sustainability. Journal of Business Ethics, 95(3), 471–486. https://doi.org/10.1007/s10551-010-0434-0

Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87.https://doi.org/10.1525/cmr.2011.54.1.64

Elkington, J. (1998). Cannibals with Forks: The Triple Bottom Line of 21st Century Business. New Society Publishers. https://books.google.co.id/books?id=dIJAbIM7XNcC

Elkington, J. (2013). Enter the triple bottom line. The Triple Bottom Line: Does It All Add Up, 1(1986), 1–16. https://doi.org/10.4324/9781849773348

Gleim, M. R., Smith, J. S., Andrews, D., & Cronin, J. J. (2013). Against the Green: A Multi-method Examination of the Barriers to Green Consumption. Journal of Retailing, 89(1), 44–61. https://doi.org/10.1016/j.jretai.2012.10.001

Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143–163.https://doi.org/10.1177/1470593111403218

Goyal, M., & Pahwa, M. S. (2018). Green Marketing Mix A Model towards Sustainability. International Journal of Computer Sciences and Engineering, 06(09),23–27. https://doi.org/10.26438/ijcse/v6si9.2327

Petro, G. (2022). Consumers Demand Sustainable Products And Shopping Formats. https://www.forbes.com/sites/gregpetro/2022/03/11/consumers-demand-sustainable-products-and-shopping-formats/

Grewal, D., & Levy, M. (2019). Marketing 7e. August 2019.

Grimmer, M., & Woolley, M. (2014). Green marketing messages and consumers’ purchase intentions: Promoting personal versus environmental benefits. Journal of Marketing Communications, 20, 231–250. https://doi.org/10.1080/13527266.2012.684065

Hair, J. F., Sarstedt, M., & Ringle, C. M. (2020). Handbook of Market Research. In Handbook of Market Research (Issue September). https://doi.org/10.1007/978-3-319-05542-8

Islam, D. (2018). Tinjauan Penerapan Konsep Green Marketing dalam Pelestarian Lingkungan. Jurnal Pamator, 11(1), 10–18. http://journal.trunojoyo.ac.id/pamator

Javed, M. K., Wu, M., Qadeer, T., Manzoor, A., Nadeem, A. H., & Shouse, R. C. (2020). Role of Online Retailers’ Post-sale Services in Building Relationships and Developing Repurchases: A Comparison-Based Analysis Among Male and Female Customers. Frontiers in Psychology, 11(December), 1–14. https://doi.org/10.3389/fpsyg.2020.594132

Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.05.005

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley. https://books.google.co.id/books?id=ANfzyQEACAAJ

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson. https://books.google.co.id/books?id=UbfwtwEACAAJ

Krämer, W. (2014). Kahneman, D. (2011): Thinking, Fast and Slow. Statistical Papers, 55(3), 915–915. https://doi.org/10.1007/s00362-013-0533-y

Luchs, M. G., Naylor, R. W., & Irwin, J. R. (2010). The Sustainability Liability : Potential Negative Effects of Ethicality on. 74(September), 18–31.

Marian, L., Chrysochou, P., Krystallis, A., & Thøgersen, J. (2014). The Role of Price as a Product Attribute in the Organic Food Context: An Exploration Based on Actual Purchase Data. Food Quality and Preference, 37, 52–60. https://doi.org/10.1016/j.foodqual.2014.05.001

McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. R.D. Irwin.https://books.google.co.id/books?id=uhPUAAAAMAAJ

McDonagh, P., & Prothero, A. (2014). Sustainability marketing research: past, present and future. Journal of Marketing Management, 30(11–12), 1186–1219. https://doi.org/10.1080/0267257X.2014.943263

Mekaniwati, A. (2018). Analisis Kepuasan dan Loyalias Konsumen Roti Unyil Venus di Bogor. Jurnal Ilmiah Manajemen Kesatuan, 5, 80–90. https://doi.org/10.37641/jimkes.v5i2.72

Mulya, E. A. W., & Kusumawardhani, A. (2023). The impact of green marketing on customer purchase intention: The mediating role of customer concerns and beliefs and green brand knowledge. Diponegoro International Journal of Business, 6(2), 90–103. https://doi.org/10.14710/dijb.6.2.2023.90-103

Muhammad Muqorrobin, Eko Agus Alfianto, & Muhammad Sulhan. (2017). Pengaruh Green Product dan Green Advertising Terhadap Citra Merek dan Keputusan Pembelian Air Minum Dalam Kemasan Merek AQUA. Sketsa Bisnis, 4(2), 61–75. https://doi.org/10.35891/jsb.v4i2.1597

Nguyen, K. M., Dinh, L. T. K., Ngo, T. T., Phan, T. T. T., Nguyen, P. D. H., Tran, H. P. M., & Nguyen, N. T. (2025). The Impact of 7Ps Green Marketing Mix on Customer Commitment and Willingness to Pay a Premium Price: Evidence from Vietnam. Journal of Promotion Management, 31(4), 578–619. https://doi.org/10.1080/10496491.2025.2484712

Oliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer. M. E. Sharpe Incorporated. https://books.google.co.id/books?id=IJ5846z99tIC

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(9), 460.

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63,33–44. https://api.semanticscholar.org/CorpusID:167965843

Park, H. J., & Lin, L. M. (2020). Exploring attitude–behavior gap in sustainable consumption: comparison of recycled and upcycled fashion products. Journal of Business Research, 117, 623–628.https://doi.org/https://doi.org/10.1016/j.jbusres.2018.08.025

Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/https://doi.org/10.1016/j.jretconser.2015.11.006

Peattie, K. (2004). Towards Sustainability: The Third Age of Green Marketing. The Marketing Review, 2(2), 129–146. https://doi.org/10.1362/1469347012569869

Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: quality comes to services. Harvard Business Review, 68 5, 105–111. https://api.semanticscholar.org/CorpusID:1653534

Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690. https://doi.org/10.1016/j.heliyon.2019.e02690

Sarstedt, M., & Ringle, C. M. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R.

Schallehn, Mike; Burmann, Christoph; Riley, N. (2014). Executive summary of “Brand authenticity: model development and empirical testing.” Journal of Product & Brand Management, 23(3). https://doi.org/10.1108/JPBM-04-2014-0563

Sekaran, U., & Bougie, R. J. (2017). Research Methods for Business. John Wiley & Sons, Limited. https://books.google.co.id/books?id=-87_MAAACAAJ

Sharma, R., Verma, S., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/https://doi.org/10.1016/j.jjimei.2020.100002

Sinek, S. (2009). Start with Why: How Great Leaders Inspire Everyone to Take Action. Penguin Publishing Group. https://books.google.co.id/books?id=iyw6ul1x_n8C

Solomon. (2020). Trimester One 2012. Consumer Behavior, January, 1–5.

Stanton, W. J., Etzel, M. J., & Walker, B. J. (2007). Marketing. McGraw-Hill/Irwin.https://books.google.co.id/books?id=gFZKPgAACAAJ

Sugiyono. (2008). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif, dan R & D.

Sun, Y., & Wang, S. (2019). Understanding consumers ’ intentions to purchase green products in the social media marketing context. 71974177. https://doi.org/10.1108/APJML-03-2019-0178

Taufique, K., Vocino, A., & Polonsky, M. (2017). The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market. Journal of Strategic Marketing, 25, 511–529.https://doi.org/10.1080/0965254X.2016.1240219

Thøgersen, J., Haugaard, P., & Olesen, A. (2010). Consumer responses to ecolabels. European Journal of Marketing, 44(11), 1787–1810. https://doi.org/10.1108/03090561011079882

Yue, B., Sheng, G., She, S., & Xu, J. (2020). Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China : The Role of Environmental Concern and Price Sensitivity.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill Education. https://books.google.co.id/books?id=7_LssgEACAAJ

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.2307/1251929

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2010). Services Marketing Strategy. Wiley International Encyclopedia of Marketing, December. https://doi.org/10.1002/9781444316568.wiem01055

Zhang, W., & Jin, W. (2024). The Impact of E-Commerce Live Streaming on Purchase Intention for Sustainable Green Agricultural Products : A Study in the Context of Agricultural Tourism Integration. 1, 1–22.