<![CDATA[Purpose – This study aims to examine the effect of green marketing and perceived value on the repurchase intention of AQUA consumers in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the causal relationships among green marketing, perceived value, and repurchase intention. The study variables include green marketing (X1), perceived value (X2), and repurchase intention (Y). Data were collected from 130 respondents aged at least 17 years who reside in Malang City and have purchased AQUA products, using a non-probability purposive sampling technique. The research instrument was tested for validity and reliability, while classical assumption tests were conducted to ensure data quality. Data were analyzed using multiple linear regression, and hypothesis testing was performed using IBM SPSS Statistics version 30.0. Findings – The results indicate that green marketing has a positive but statistically insignificant effect on repurchase intention, while perceived value has a positive and significant effect. These findings suggest that consumers’ repurchase decisions for AQUA products are more strongly driven by perceived value than by green marketing initiatives. Originality/value – This study offers originality by empirically examining the simultaneous effects of green marketing and perceived value on repurchase intention specifically for AQUA, a leading bottled water brand in Indonesia. The findings provide practical value by revealing that perceived value plays a more decisive role than green marketing, offering clear direction for companies to refine their customer retention strategies.]]>
