<![CDATA[This study aimed to describe Green Marketing and Repurchase Decision and to examine the effect of Green Marketing on the Repurchase Decision of Nadnad cloth sanitary pads. The study was motivated by a 31% decline in Nadnad’s sales during the fourth quarter of 2025, supported by a pre-research survey indicating that many consumers were hesitant to repurchase due to concerns regarding perceived quality, price, promotion, and product comfort. This research employed a quantitative approach with a descriptive method. Data were collected through an online Likert-scale questionnaire distributed to 363 female respondents of reproductive age who had previously used Nadnad cloth sanitary pads. Respondents were selected using purposive and snowball sampling techniques. Data were analyzed using descriptive statistics, instrument validity and reliability tests, classical assumption tests, simple linear regression analysis, t-tests, and coefficient of determination analysis. The results showed that both Green Marketing and Repurchase Decision were categorized as moderate, although most indicators received high to very high ratings. Hypothesis testing demonstrated that Green Marketing had a positive and significant effect on Repurchase Decision, with a calculated t-value of 15.623, which exceeded the t-table value of 1.967, and a significance value below 0.001. The coefficient of determination indicated that Green Marketing explained 40.3% of the variance in Repurchase Decision, while the remaining 59.7% was influenced by other factors outside the research model. These findings confirm that strengthening Green Marketing strategies, particularly through environmental education and sustainability-oriented value creation, can enhance consumer loyalty and encourage consistent repurchase decisions for Nadnad cloth sanitary pads.]]>
