Pengaruh Green Marketing dan Citra Merek terhadap Pembelian Ulang melalui Kepuasan Konsumen sebagai Variabel Intervening pada Produk Torufarm Palu

Published: Jan 9, 2025

Abstract:

Purpose: The purpose of this research is to analyze the effect of green marketing and brand image on repurchases through customer satisfaction as an intervening variable in Torufarm Palu products.

Methodology: This research methodology is quantitative and was used to examine consumer purchases at Torufarm Palu. The sampling technique used in this study was nonprobability sampling by using purposive sampling. A sample of 120 respondents was selected based on Sugiono's statement. The analysis method used was SEM-PLS.

Results: The results showed that Green marketing and brand image have a positive effect on customer satisfaction, green marketing has a positive effect on repeat purchases, brand image has a negative effect on purchases, and customer satisfaction has a positive effect on purchases. In addition, there is an indirect relationship between green marketing and brand image to repurchase through customer satisfaction.

Limitations: The research variables are limited to aspects that can increase consumer satisfaction and encourage companies to improve their services to maintain the company's brand image. This research is limited to aspects of green marketing and specifically focuses on repeat purchases through customer satisfactionThe Effect of Green Marketing and Brand Image on Repurchases Through Customer Satisfaction as an Intervening Variable on Torufarm Palu Products.

Contribution: This study contributes to the literature on green marketing and brand image by providing a detailed analysis of the factors that can influence repeat purchases through customer satisfaction with torufarm products.

Keywords:
1. Customer Satisfaction
2. Brand Image
3. Purchase Decision
4. Customer Loyalty
Authors:
1 . Intan Nuraini
2 . Muzakir Muzakir
3 . Ponirin Ponirin
4 . Pricylia Chintya Dewi Buntuang
How to Cite
Nuraini, I. ., Muzakir, M., Ponirin, P., & Buntuang , P. C. D. . (2025). Pengaruh Green Marketing dan Citra Merek terhadap Pembelian Ulang melalui Kepuasan Konsumen sebagai Variabel Intervening pada Produk Torufarm Palu . Studi Akuntansi, Keuangan, Dan Manajemen, 4(2), 415–429. https://doi.org/10.35912/sakman.v4i2.3969

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References

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  2. Adda, H., Natsir, S., & Putu Evvy Rossanty, N. (2019). Employee perceptions towards organizational change and leadership in the banking industry. Banks and Bank Systems, 14(3), 113–120. https://doi.org/10.21511/bbs.14(3).2019.10
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  7. Asyhari and Yuwalliatin, Y. (2021). The Influence Of Green Marketing Strategy On Purchasing Decision With Mediation Role Of Brand Image. Jurnal Aplikasi Manajemen, 19(3), 535–546. https://doi.org/10.21776/ub.jam.2021.019.03.07
  8. Bachri, Bachri, S., Putra, S. M., Tadulako University, Palu, Indonesia, Farid, E. S., Tadulako University, Palu, Indonesia, Darman, D., Tadulako University, Palu, Indonesia, Mayapada, A. G., & Otago University, Dunein, New Zealand. (2023). The Digital Marketing To Influence Customer Satisfaction Mediated By Purchase Decision. Jurnal Aplikasi Manajemen, 21(3). https://doi.org/10.21776/ub.jam.2023.021.03.03
  9. Bachri, Darman, D., Bachri, S., Tadulako University, Rombe, E., & Tadulako University. (2021). Entrepreneurial marketing and entrepreneurial financing practices of startup business. Espacios, 42(04), 1–7. https://doi.org/10.48082/espacios-a21v42n04p01
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  12. Eka Damayanti, E., Rizka Arumsari, N., & Muhammad Yasin, R. (2024). The Influence of Green Marketing, Packaging, and Service Quality on Consumer Loyalty Through Consumer Satisfaction of Es Teh Indonesia (Indonesian Iced Tea) in Kudus. KnE Social Sciences. https://doi.org/10.18502/kss.v9i17.16382
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  16. Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of Marketing Mix Elements in Determining Consumer Purchase Decision in the Retail Market: International Journal of Service Science, Management, Engineering, and Technology, 12(6), 56–72. https://doi.org/10.4018/IJSSMET.2021110104
  17. Hartono, A. (2015). Pengaruh Citra Merek Dan Kualitas Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Sebagai Variabel Intervening.
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  24. Juliantari, L. M. P., Yasa, P. N. S., & Indiani, N. L. P. (2019). The Effect of Green Marketing and Consumers’ Attitudes on Brand Image and Consumers’ Purchase Intention of Green Products in Denpasar.
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