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Journal : Jurnal Organisasi Dan Manajemen

Improving Repurchase Intention on Green Marketing Strategy Ni Wayan Eka Mitariani; Agus Wahyudi Salasa Gama; I Gusti Ayu Imbayani
Jurnal Organisasi dan Manajemen Vol. 18 No. 1 (2022)
Publisher : LPPM Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/jom.v18i1.2880.2022

Abstract

Purpose – The best eco-friendly brands are rapidly gaining a powerful reputation for their commitment to the environment. Organisations of all sizes are discovering that the present consumers need more than just the right products and services. Therefore, this study aims to analyze the effect of green brand image on the repurchase intention mediated by brand trust and attachment. Methodology – The samples were cosmetic products and herbal oil users, which applied green products in Bali, Indonesia. In this asaay, data were obtained by distributing questionnaires to 149 respondents, with the PLS model used to analyze the hypothetical results acquired. Findings – The results showed that brand image positively affected trust, attachment, and repurchase intention. The effect of this image on repurchase intention was also mediated by green trust. Based on the findings, the investment of resources helped increase trust, attachment, and repurchase intention, to enhance brand image. Originality – This study developed a strategical marketing framework, to increase the repurchase intention of green products. According to the analytical novelty, brand image indirectly affected repurchase intention through trust. This strategy encouraged customers to always perform repeated purchases from trustable companies producing environmentally friendly green products and services.
Co-Authors Agus Wahyudi Salasa Gama Anak Agung Dewi Widya Sarawati Apsari, Anak Agung Putri Hartini Bayu rifa’I Budiono, Wahyu Galang Desak Putu Harum Sari Dewa Ayu Nyoman Oka Sulastri Dewa Ayu Putri Laksmi Dewa Ayu Putu Febriyanti Dewa Gede Agung Artha Swikara Putra Dewa Gede Bagus Saraswita Diah Savitri, Ni Made Hary Dini Oktaviani Febriyanti, Dewa Ayu Putu Gusti Ayu Intan Mas Dewi Gusti Ayu Intan Viani Gusti Ayu Rita Devi Marchela Hendrawan, I Gede Yudhi I Gede Rian Permana I Gede Yudhi Hendrawan I Gede Yudhi Hendrawan I Gede Yudi Hendrawan I Gusti Ayu Imbayani I Gusti Ayu Kadek Yuni Elayanti I Gusti Ngurah Putu Yana I Gusti Ngurah Wahyu Cahyadi I Gusti Putu Pradnyana Putra I Kadek Budiantara I Kadek Deni Adiguna I Ketut Agus Suweca I Ketut Endi Parta I Komang Sudarpa Galung I Komang Verdy Anantha Putra I Made Putra Wiranata I Wayan Adi Juniarta I Wayan Egi Permana I Wayan Ekastana Senadwipa Perteka I Wayan Febri Pardana I Wayan Widnyana Ida Ayu Rahma Yunita Dewi Ida Bagus Badjra Ida Bagus Panji Sedana Kadek Cahyana, Gusti Ayu Lestari, Alfina Hanni Luh Ketut Ari Anggarawati Luh Putu Budi Wijayani Mayuli, Putu Dinda Laksmita Ma’ruf Hidayat Musholikhah Ni Kadek Dian Winda Sari Ni Kadek Dwi Yuliani Ni Kadek Kartika Wameda Ni Kadek Mea Wandari Ni Kadek Ria Dwi Wandasari Ni Kadek Tiara Cahyani Permata Sari Ni Kadek Vidia Krisna Devi Ni Kadek Yuli Antari Ni Ketut Risna Cahyani Ni Komang Alit Vikananda Ni Komang Dewi Laksmi Prabasini Ni Komang Dian Andarista Wati Ni Komang Emi Tri Widanti Ni Komang Sri Megantari Ni Komang Tri Utami Dewi Ni Komang Trinanda Saradewi Ni Luh Ari Purnamawati Ni Luh Bayu Okadiani Ni Luh Bayu Okadiani Ni Luh Dian Wulandari Ni Luh Mitha Devi Yanti Ni Made Dwiyanti Ni Made Lina Estyani Ni Made Sakha Dwi Ariesta Ni Made Suryani Ni Nyoman Suryani Ni Nyoman Suryani Ni Nyoman Suryani Ni Putu Anggi Damayanti Ni Putu Ayu Sari Kusumaeni Ni Putu Cempaka Dharmadewi Atmaja Ni Putu Dian Tresmiana Ni Putu Eka Rosi Febby Diana Ni Putu Nita Anggraini Ni Putu Nita Anggraini Ni Putu Setiari Ni Putu Yeni Astiti Ni Wayan Candra Dewi Ni Wayan Dewik Astini Ni Wayan Murnia Nilna Muna Okadiani, Ni Luh Bayu Pramana Putra, I Wayan Anggi PRAMUDIAH, Desak Dwita Amanda Rini Rahmawati Sri Wulaningsih, Ni Made Novi Widi Antara, I Kadek Dwi Widiarti, Luh Putu Wijana, I Made Dauh Windi Sasmita, Ni Kadek YANI, Luh Komang Yudhi Hendrawan, I Gede