Peran Green Trust Memediasi Green Perceived Value Dan Kepuasan Konsumen Terhadap Green Repurchase Intention
DOI:
https://doi.org/10.59188/jurnalsostech.v2i11.483Keywords:
Green Perceived Value, Kepuasan Konsumen, Green Trust Green Reuprchase IntentionAbstract
Gencarnya peringatan akan kondisi lingkungan yang semakin rusak perlahan mulai mendapat perhatian tidak hanya dari kalangan pemerhati lingkungan semata. Dampak dari kondisi lingkungan ini menjadi kekhawatiran manusia karena dapat mengancam kelangsungan hidup manusia dan keturunannya. Salah satu contoh produk ramah lingkungan yang banyak beredar di pasaran adalah Tupperware. Tupperware merupakan merek dari produk rumah tangga yang terbuat dari plastik kualitas tinggi yang diproduksi dan dipasarkan oleh perusahaan Amerika Serikat yakni Tupperware Corporation. Tujuan penelitian ini adalah untuk mengetahui peran green trust memediasi green perceived value dan kepuasan konsumen terhadap green repurchase intention. Penelitian ini menggunakan metode pendekatan kuantitatif dengan jenis asosiatif. Penelitian asosiatif merupakan penelitian yang mampu menjelaskan hubungan diantara berbagai variable. Berdasarkan hasil analisis ditemukan bahwa green perceived value, kepuasan konsumen, serta green trust berpengaruh positif signifikan terhadap green repurchase intention. Menunjukkan bahwa semakin tinggi green perceived value, kepuasan konsumen dan green trust akan meningkatkan green repurchase intention pada produk tersebut. Selain itu, green perceived value dan kepuasan konsumen dapat mempengaruhi green repurchase intention melalui green trust sebagai variabel mediasi, yang artinya pengaruh green trust akan semakin besar apabila diikuti dengan peningkatan green perceived value dan kepuasan konsumen
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