GREEN TRUST MEMEDIASI GREEN PERCEIVED VALUE DAN GREEN PERCEIVED RISK TERHADAP GREEN REPURCHASE INTENTION
| Main Authors: | Cahyanti, Ni Putu Isma, Ekawati, Ni Wayan |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2021
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| Online Access: |
https://ojs.unud.ac.id/index.php/manajemen/article/view/71852 https://ojs.unud.ac.id/index.php/manajemen/article/view/71852/42382 |
Daftar Isi:
- ABSTRAK Global warming telah menjadi isu yang hangat diperbincangakan dan menyebabkan produsen menerapkan green marketing dalam bisnisnya. Penelitian ini bertujuan untuk menganalisis peran green trust dalam memediasi green perceived value dan green perceived risk terhadap green repurchase intention. Populasi adalah orang yang pernah membeli serta menggunakan produk Sensastia Botanicals dengan sample berjumlah 100 responden melalui purposive sampling. Pengumpulan data menggunakan kuesioner berupa google form dan dianalisis dengan analisis jalur. Hasil penelitian menunjukkan green perceived value berpengaruh positif dan signifikan terhadap green repurchase intention. Green perceived risk berpengaruh negatif dan signifikan terhadap green repurchase intention. Green perceived value berpengaruh positif dan signifikan terhadap green trust. Green perceived risk berpengaruh negatif dan signifikan terhadap green trust. Green trust berpengaruh positif dan signifikan terhadap green repurchase intention. Green perceived value dan green perceived risk berpengaruh signifikan terhadap green repurchase intention pada konsumen Sensatia Botanicals di Kota Denpasar, Bali dengan mediasi green trust. Kata kunci : green marketing, green perceived value, green perceived risk, green trust, green repurchase intention
- ABSTRACT Global warming has become topic of discussion and has led business to implement green marketing. This study aims to analyze role of green trust in mediating green perceived value and green perceived risk towards green repurchase intention. The population are people who have bought and used Sensastia Botanicals products with 100 sample respondents through purposive sampling. Data collected using google form questionnaire and analyzed by path analysis. Results show green perceived value has positive and significant effect on green repurchase intention. Green perceived risk has negative and significant effect on green repurchase intention. Green perceived value has positive and significant effect on green trust. Green perceived risk has negative and significant effect on green trust. Green trust has positive and significant effect on green repurchase intention. Green perceived value and green perceived risk have significant effect on green repurchase intention of Sensatia Botanicals consumers in Denpasar, mediated by green trust. Keywords: green marketing, green perceived value, green perceived risk, green trust, green repurchase intention