PENGARUH GREEN PRODUCT DAN GREEN ADVERTISING TERHADAP MINAT BELI ULANG PELANGGAN IKEA KOTA BARU PARAHYANGAN
DOI:
https://doi.org/10.34127/jrlab.v14i3.1690Keywords:
Green Product, Green Advertising, Repurchase IntentionAbstract
This study aims to identify and analyze the influence of green product and green advertising on the repurchase intention of IKEA Kota Baru Parahyangan customers. The research method employed is quantitative, based on the philosophy of positivism. The sampling technique used is non-probability sampling, specifically convenience sampling, which is based on the availability and ease of obtaining respondents. The study involved 120 respondents who are active customers of IKEA Kota Baru Parahyangan and have previously purchased IKEA products. Data collection was conducted through the distribution of questionnaires. The collected data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis. Data analysis was performed using SPSS version 25. The results indicate that both green product and green advertising have a positive and significant effect on the repurchase intention of IKEA Kota Baru Parahyangan customers. Green advertising has a more dominant influence (β = 0.557; t-value = 7.833) compared to green product (β = 0.257; t-value = 4.436). This finding shows that green advertising has a greater impact than green product in increasing repurchase intention. The study is expected to provide benefits for future research, as well as offer important insights for the development of IKEA in increasing repurchase intention.
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