ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPENGARUH PEMASARAN HIJAU TERHADAP NIAT PEMBELIAN KEMBALI PRODUK RAPOVIAKA SIMPLE DENGAN KONSUMERISME HIJAU SEBAGAI VARIABEL MODERATOR |
| Nama: SULISTIAWATI |
| Tahun: 2026 |
| Abstrak This study examines the effect of eco-friendly marketing on repurchase intention for Rapoviaka Simple products, with ecofriendly 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 ecofriendly products and offers practical insights for developing effective green marketing strategies. |