Analisis Pengaruh Green Marketing Mix dan Brand Image terhadap Repeat Purchase di Gerai The Body Shop Jawa Barat
Abstract
Beberapa tahun terakhir sampah plastik menjadi salah satu perbincangan hangat. Banyaknya dampak negatif yang ditimbulkan sampah plastik menyadarkan dunia bahwa hal ini merupakan urgensi yang harus ditangani dengan baik. Salah satu cara untuk menanggulangi sampah kemasan plastik adalah dengan menerapkan Green Marketing Mix. Adapun salah satu brand kecantikan yang dinilai telah berhasil dalam menerapkan Green Marketing Mix dalam bisnisnya adalah The Body Shop. Sehingga dengan adanya fenomena tersebut dilakukannya penelitian untuk mengetahui pengaruh secara partial maupun simultan dari Green Marketing Mix dan Brand Image terhadap Repeat Purchase di gerai The Body Shop Jawa Barat. Metode kuantitatif merupakan metode yang dilakukan dalam penelitian ini. SEM-PLS dengan bantuan software SmartPLS 4 digunakan untuk mengolah serta menganalisa data pada penelitian ini. Teknik penelitian yang dilakukan pada penelitian ini adalah nonprobability sampling dengan jenis purposive sampling melalui pendekatan kuesioner. Sampel yang digunakan merupakan pelanggan The Body Shop yang berdomisili di Jawa Barat. Jumlah sampel yang digunakan sebanyak 100 responden. Hasil atas pengujian dalam penelitian ini menunjukkan bahwa Green Marketing Mix dan Brand Image memiliki pengaruh yang positif dan signifikan secara partial dan simultan terhadap Repeat Purchase.
Kata kunci-green marketing mix, brand image, repeat purchase, The Body Shop, plastic waste
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References
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