Pengaruh Kualitas Produk dan Green Marketing Terhadap Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Produk Skincare di Kota Semarang

  • Rahmi Yuliana STIE Bank BPD Jateng
  • Setyo Pantawis
Keywords: product quality, green marketing, customer satisfaction, repeat purchases

Abstract

This study aims to determine the effect of product quality, green marketing on repeat purchases and intervening variables of consumer satisfaction. The population in this study are skincare consumers in the city of Semarang. Samples were taken as many as 100 respondents with accidental sampling method. The technique used in this research is Structural Equation Modeling (SEM) with Amos software. The results show that the effect of product quality has a positive and significant effect on consumer satisfaction, the positive and significant effect of green marketing on consumer satisfaction, the influence of consumer satisfaction has a positive and significant effect on repurchase, customer satisfaction mediates the effect of product quality on repurchase has a positive and significant effect. , customer satisfaction mediating the effect of green marking on repeat purchases proved to have a positive and significant effect.

References

Afnina & Hastuti, Y (2018) Pengaruh Kualitas Produk terhadap Kepuasan Pelanggan. Jurnal Samudra Ekonomi dan Bisnis 9 (1):21-30
Agustin, RD., Kumadji, S., Yulianto, E. 2015. Pengaruh Green Marketing Terhadap Minat Beli Serta Dampaknya pada Keputusan Pembelian (Survei pada Konsumen Non-Member Tupperware di Kota Malang). Jurnal Administrasi Bisnis (JAB) 22(2):1-10.
Anggraeni, D.P., Kumadji, S., Sunarti (2016) Pengaruh Kualitas Produk Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei Pada Pelanggan Nasi Rawon Di Rumah Makan Sakinah Kota Pasuruan). Jurnal Administrasi Bisnis (JAB) 37 (1):171-177
Ekaprana, IDGA, Jatar, IM. Giantari, IGAK (2020) Pengaruh Kualitas Produk, Kualitas Layanan Dan Citra Merek Terhadap Niat Pembelian Ulang. E-Jurnal Manajemen 9 (8): 2895-2914. DOI: https://doi.org/10.24843/EJMUNUD.2020.v09.i08.p01
Griffin, Jill. (2005). Customer Loyalty Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga
Hawkins, Del I. and David L. Mothershaugh. 2010. Consumer Behavior Building Marketing Strategy. 11th ed. New York: McGrawHil
Heri, H., 2017, Analysis the The Effect of Service Quality, Customer Value, Customer Satisfaction and Customer Trust on Corporate Image. Journal of Business and Management 9 (6): 38-46
Irkhamni, DA & Suharyono (2017) Pengaruh Penerapan Green Marketing Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei pada Pelanggan Treatment Naavagreen Natural Skin Care Cabang Malang). Jurnal Administrasi Bisnis (JAB) 50 (2):121-131
Kotler, P. & Keller, K.L., (2012) Marketing Management, 14th Edition, New Jersey, Published by Prentice Hall.
Published
2022-04-27
Section
Articles