JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Effect of Green Marketing on Repurchase Intention of Rapoviaka Simple Products with Green Consumerism as a Moderating Variable

Sulistiawati (Unknown)
Sutomo, Maskuri (Unknown)
Muzakir (Unknown)
Farid (Unknown)

Article Info

Publish Date
16 Apr 2026

Abstract

This study examines the effect of eco-friendly marketing on repurchase intention for Rapoviaka Simple products, with eco-friendly consumption as a moderating variable. Using a quantitative, associative-causal approach, data were collected from 96 respondents through purposive sampling and analyzed with SmartPLS 4. The findings reveal that eco-friendly marketing significantly and positively influences repurchase intention, while eco-friendly consumption strengthens this relationship. The study supports the Theory of Planned Behavior in explaining repurchase intention toward eco-friendly products and offers practical insights for developing effective green marketing strategies. Keywords: Green Marketing, Repurchase Intention, Green Consumerism  

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...