THE INFLUENCE OF GREEN PERCEIVED VALUE AND GREEN PERCEIVED RISK ON GREEN REPURCHASE INTENTION THROUGH GREEN SATISFACTION (CASE OF BELIBU FRESH MART CONSUMERS)

• Main Author: Sania Rahmani, Aena
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57534
• Institution: Institut Teknologi Bandung

Global warming makes people buy products from companies that care about the environment, but in marketing, it is not that easy to sell environmentally friendly products in the market. The company's strategy is a business axis that can provide a competitive advantage because it can determine consumer buying interest, but often there is a mismatch of information that makes it difficult for consumers to get the value of the actual product before making a purchase. This study aims to analyze the effect of green perceived value and green perceived risk through green satisfaction on green repurchase intention. Respondents in this study consisted of 121 respondents. Data were collected using questionnaires and analyzed using Structural Equation Modeling (SEM) through AMOS 26 tools. The results showed that consumers feel high satisfaction when they have perceptions of perceived value, but there are still consumers who have risk perceptions that can reduce consumer satisfaction levels. Consumers who repurchase environmentally friendly products at BeliBu Fresh Mart have a high category, meaning that consumers believe the products offered have great value and meet expectations. Therefore, the green repurchase intention is increasing, but the perception of risk will have an impact on decreasing repurchase intention at BeliBu Fresh Mart. Green perceived value has a greater influence than green perceived risk on green repurchase intention. And the direct effect of green perceived value that occurs at BeliBu Fresh Mart has a smaller effect than the indirect effect. This shows that the perceived value of consumers will more quickly affect the intention to repurchase. This means that when consumers have felt the perceived benefits by their expectations, the satisfaction felt by consumers will more quickly encourage their interest in repurchasing environmentally friendly products.