Journal of Economic, Bussines and Accounting (COSTING)
Vol. 9 No. 1 (2026): COSTING : Journal of Economic, Bussines and Accounting

MENJAGA KEBERLANJUTAN PASAR LOKAL: APAKAH PEMASARAN HIJAU MEMPENGARUHI NIAT PEMBELIAN ULANG UNTUK MEREK PERAWATAN KULIT INDONESIA?

Kelvin, Kelvin (Unknown)
Mursalin, Adi (Unknown)
Reswari, Rianti Ardana (Unknown)

Article Info

Publish Date
14 Feb 2026

Abstract

Penelitian menggunakan pendekatan kuantitatif dengan desain kausal eksplanatori terhadap 145 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner skala Likert dan dianalisis dengan metode PLS-SEM menggunakan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa green products dan green packaging berpengaruh terhadap repurchase intention. Green packaging juga berpengaruh terhadap brand loyalty, sementara green products tidak berpengaruh. Selain itu, brand loyalty terbukti memediasi pengaruh green packaging terhadap repurchase intention.

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Journal Info
Journal of Economic, Bussines and Accounting (COSTING)
Website

Abbrev

COSTING

Publisher

Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi

Subject

Economics, Econometrics & Finance

Description

COSTING : Journal of Economic, Bussines and Accounting reviewed covers theoretical and applied research in the field of Economics, Business and Accounting. Priority is given to those articles which satisfy the main scope of the journal, and have an impact in the research areas of interest. ...