Online consumer review dan green brand experience: Faktor pendorong green repurchase intention

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Diterbitkan: Nov 15, 2024
DOI: https://doi.org/10.28932/jmm.v24i1.10151
Kata Kunci:
green brand experience, green repurchase intentions, online consumer review, pro-environmental intention intensi pro-lingkungan, niat pembelian kembali produk peduli lingkungan, pengalaman merek peduli lingkungan, ulasan pelanggan daring

Isi Artikel Utama

Sucipto Asan
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pelita Harapan

Abstrak

Produk peduli lingkungan umumnya dipersepsikan sebagai produk yang lebih sehat, berkualitas tinggi, serta berkontribusi pada pembangunan berkelanjutan. Percepatan perilaku pembelian peduli lingkungan diharapkan dapat memberikan dampak positif pada keberlanjutan dan kualitas hidup. Mengenali faktor prediktor dan mediasi yang dapat mendorong intensi pembelian kembali produk peduli lingkungan penting untuk dilakukan karena dapat membantu meningkatkan pasar produk peduli lingkungan sekaligus meminimalisir krisis lingkungan. Studi ini dilakukan untuk menemukan faktor prediktor sekaligus faktor mediasi yang dapat berdampak pada intensi pembelian kembali produk peduli lingkungan. Studi ini menganalisis 262 orang responden dari produk perawatan diri peduli lingkungan di Indonesia. Teknik pengambilan sampel menggunakan teknik non-probability purposive sampling. Data diolah dengan pendekatan PLS-SEM. Studi ini menemukan bahwa online customer review secara signifikan berpengaruh positif pada green brand experience dan juga green repurchase intention. selain itu, studi ini juga menemukan bahwa green brand experience dapat memediasi secara parsial pengaruh online customer review terhadap green repurchase intention. Studi ini adalah yang pertama dalam mempelajari hubungan online customer review dengan green brand experience. Perusahaan atau merek peduli lingkungan yang menginginkan peningkatan niat pembelian kembali produknya, disarankan perlu memperkuat pengalaman merek pada pelanggan terutama pengalaman pada dimensi kepedulian lingkungan dengan cara mendorong lebih banyak ulasan pelanggan yang otentik dan yang memperkuat pengalaman pelanggan atas dimensi peduli lingkungan dari merek.

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Cara Mengutip
Asan, S. (2024). Online consumer review dan green brand experience: Faktor pendorong green repurchase intention. Jurnal Manajemen Maranatha, 24(1), 117–130. https://doi.org/10.28932/jmm.v24i1.10151
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Vol 24 No 1 (2024): Jurnal Manajemen Maranatha
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