Pengaruh Green Marketing dan Customer Value terhadap Repurchase Intention (Studi pada Konsumen Innisfree di Kota Medan)

Abstract

The global cosmetics industry has experienced rapid growth, with consumers becoming increasingly aware of environmental issues and seeking eco-friendly products. Innisfree, a South Korean cosmetics brand renowned for its commitment to sustainability, has emerged as a major player in this industry. This research aims to examine the influence of green marketing and customer value on repurchase intention. The effects of green marketing and customer value will be analyzed both individually and simultaneously on repurchase intention. The study utilizes a quantitative approach with an associative design. The population consists of all users of Innisfree products in the Medan City area, with a sample size of 96 respondents selected through purposive sampling. Primary data was collected through Google Forms questionnaires, both directly and indirectly, while secondary data was obtained through literature review. The analytical methods employed include validity testing, reliability testing, classical assumption testing, multiple linear regression, partial testing, simultaneous testing, determination testing, and analysis using SPSS software. The results of the study indicate that green marketing has a significantly positive impact on intention to use, with a computed t-value of 4.233 > 1.985 and a significance value (sig) of 0.000 < 0.05, and a regression coefficient of 0.279. Similarly, customer value also has a significantly positive impact on intention to use, with a computed t-value of 4.678 > 1.985 and a significance value (sig) of 0.000 < 0.05, and a regression coefficient of 0.431. In simultaneous testing, green marketing and customer value collectively influence intention to use by 52.9%, while the remaining 47.1% is influenced by factors outside the scope of this study's model.