PERAN GREEN BRAND IMAGE DAN GREEN TRUST MEMEDIASI PENGARUH GREEN PRODUCT TERHADAP GREEN REPURCHASE INTENTION
DOI:
https://doi.org/10.24843/BSE.2026.v31.i02.p08Kata Kunci:
Green Brand Image, Green Product, Green Repurchase Intention, Green TrustAbstrak
Meningkatnya kesadaran lingkungan mendorong konsumen untuk mempertimbangkan aspek ekologis saat menilai dan membeli kembali produk perawatan kulit. Penelitian ini menganalisis pengaruh green product terhadap green repurchase intention serta peran mediasi green brand imagedan green trust. Penelitian ini menggunakan desain kuantitatif kausal dengan melibatkan 170 konsumen Sensatia Botanicals di Kota Denpasar yang dipilih melalui purposive sampling. Data dikumpulkan melalui kuesioner daring dan luring, kemudian dianalisis menggunakan Partial Least Squares Structural Equation Modeling dengan SmartPLS. Hasil penelitian menunjukkan bahwa green product berpengaruh positif dan signifikan terhadap green brand image, green trust, dan green repurchase intention. Green brand image dan green trust juga berpengaruh positif dan signifikan terhadap green repurchase intention. Kedua variabel tersebut memediasi secara parsial pengaruh green product terhadap green repurchase intention, dengan peran mediasi green brand image yang lebih kuat. Sensatia Botanicals perlu mempertahankan karakteristik produk hijau yang dapat dibuktikan dan memperkuat citra merek hijau melalui komunikasi lingkungan yang konsisten.
Increasing environmental awareness encourages consumers to consider ecological aspects when evaluating and repurchasing skincare products. This study examines the effect of green products on green repurchase intention, as well as the mediating roles of green brand image and green trust. A quantitative causal design was employed involving 170 consumers of Sensatia Botanicals in Denpasar City selected through purposive sampling. Data were collected through online and offline questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling with SmartPLS. The results show that green product has positive and significant effects on green brand image, green trust, and green repurchase intention. Green brand image and green trust also positively and significantly affect green repurchase intention. Both variables partially and complementarily mediate the relationship between green product and green repurchase intention, with green brand image demonstrating a stronger mediating effect. Sensatia Botanicals should maintain verifiable green product characteristics and strengthen its green brand image through consistent environmental communication.
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