Faktor-faktor yang memengaruhi pengalaman merek ramah lingkungan dan dampaknya pada intensi perilaku konsumen hijau

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Diterbitkan: May 28, 2023
DOI: https://doi.org/10.28932/jmm.v22i2.6080
Kata Kunci:
brand experience, co-creation, green word of mouth, repurchase intention, social media marketing management green word of mouth, intensi pembelian kembali, ko-kreasi, manajemen pemasaran media sosial, pengalaman merek ramah lingkungan

Isi Artikel Utama

Sucipto Asan
Universitas Pelita Harapan
Ferdi Antonio
Universitas Pelita Harapan

Abstrak

Para peneliti telah bekerja keras selama bertahun-tahun untuk menyelidiki faktor-faktor yang memengaruhi perilaku pro-lingkungan dan masih menemukan hasil yang tidak konsisten dari faktor prediktor tersebut. Oleh sebab itu, terdapat kebutuhan untuk mengidentifikasi prediktor perilaku pro-lingkungan potensial lainnya. Intense dari penelitian ini adalah untuk menyelidiki pendorong pengalaman merek hijau dan dampaknya terhadap niat perilaku pro-lingkungan. Penelitian ini menganalisis 229 orang pelanggan merek produk kecantikan dan perawatan diri di Indonesia dengan metode kuantitatif dan dengan menggunakan teknik non-probability purposive sampling. Studi ini menemukan bahwa hanya aspek interactivity dan green informativeness dalam aktivitas manajemen pemasaran media sosial yang memiliki pengaruh positif dan signifikan terhadap pengalaman merek ramah lingkungan. Sedangkan aspek entertainment, customization, dan WOM tidak memiliki pengaruh yang signifikan terhadap pengalaman merek ramah lingkungan. Studi ini juga menemukan bahwa pengalaman merek ramah lingkungan memiliki pengaruh signifikan dan positif atas niat partisipasi ko-kreasi pelanggan, pembelian kembali, serta niat green word of mouth. Temuan ini berkontribusi pada pengembangan teori pengalaman merek dan Technologies for the Pro-Ecological Action Model. Studi ini juga berkontribusi pada pengelolaan aktivitas media sosial dalam meningkatkan pengalaman merek ramah lingkungan dan mendorong niat perilaku pro-lingkungan yang bermanfaat bagi merek dan lingkungan.

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Cara Mengutip
Asan, S., & Antonio, F. (2023). Faktor-faktor yang memengaruhi pengalaman merek ramah lingkungan dan dampaknya pada intensi perilaku konsumen hijau. Jurnal Manajemen Maranatha, 22(2), 133–148. https://doi.org/10.28932/jmm.v22i2.6080
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Vol 22 No 2 (2023): Jurnal Manajemen Maranatha
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Artikel ini berlisensi Creative Commons Attribution-NonCommercial 4.0 International License.

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