Pengaruh Sustainability Advertising dan Green Brand Image Terhadap Pembelian Ulang Produk Cleo Eco Green Melalui Percieved Quality Value

Rizki Hibatur Rahman

doi:10.53697/emak.v7i2.3741

Authors

Rizki Hibatur Rahman Universitas Wijaya Kusuma Surabaya

DOI:

https://doi.org/10.53697/emak.v7i2.3741

Keywords:

Sustainbility Advertising, Green Brand Image, Pembelian Ulang, Percieved Quality Value

Abstract

Studi ini ditujukan untuk menilai bagaimana Sustainability Advertising dan Green Brand Image mempengaruhi keputusan pembelian ulang produk Cleo Eco Green, dengan Perceived Quality Value berperan sebagai mediator. Pendekatan kuantitatif diterapkan, dengan fokus utama pada verifikasi interaksi antarvariabel. Populasi yang diteliti adalah mahasiswa aktif di Surabaya, menggunakan teknik purposive sampling. Kriteria peserta mencakup individu yang sudah pernah membeli ulang produk Cleo Eco Green, minimal berusia 18 tahun, dan merupakan mahasiswa aktif di Surabaya. Sebanyak 100 peserta terlibat dalam studi ini, dengan data dikumpulkan melalui distribusi kuesioner daring menggunakan Google Form. Data yang diperoleh kemudian diproses dengan perangkat lunak IBM SPSS versi 23, melalui teknik regresi linier berganda. Temuan dari pengujian hipotesis menggunakan uji t mengungkapkan bahwa Sustainability Advertising memberikan dampak signifikan pada Perceived Quality Value, sehingga hipotesis pertama dikonfirmasi. Selain itu, Green Brand Image juga terbukti memengaruhi Perceived Quality Value secara signifikan, yang mendukung hipotesis kedua. Hipotesis ketiga menunjukkan bahwa Sustainability Advertising secara signifikan mempengaruhi pembelian ulang. Namun, hipotesis keempat tidak mendukung bahwa Green Brand Image memiliki dampak signifikan terhadap pembelian ulang. Di samping itu, Perceived Quality Value terbukti memberikan pengaruh positif dan signifikan pada pembelian ulang, sehingga hipotesis kelima diterima. Lebih jauh, analisis mediasi mengindikasikan bahwa Perceived Quality Value dapat menengahi efek Sustainability Advertising terhadap pembelian ulang, serta menengahi pengaruh Green Brand Image terhadap pembelian ulang, sehingga hipotesis keenam dan ketujuh dinyatakan diterima.

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