Green Brand Image, Green Trust, dan Green Perceived Value terhadap Niat Beli Ulang

Efa Rosita; Ali Hanafiah

doi:10.69693/ijmst.v4i3.14317

Authors

Efa Rosita Universitas Mercu Buana
Ali Hanafiah Universitas Mercu Buana

DOI:

https://doi.org/10.69693/ijmst.v4i3.14317

Keywords:

Green Brand Image, Green Trust, Green Perceived Value, Niat Beli Ulang, Generasi Z, Tumbler

Abstract

Meningkatnya perhatian konsumen terhadap keberlanjutan mendorong perusahaan di industri kopi, termasuk Tomoro Coffee, untuk mengembangkan program ramah lingkungan melalui Bawa Tumbler Free Upsize. Penelitian ini bertujuan menguji pengaruh Green Brand Image, Green Trust, dan Green Perceived Value terhadap niat beli ulang dengan menggunakan tumbler pada konsumen Generasi Z Tomoro Coffee di DKI Jakarta. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 180 responden berusia 16–29 tahun yang berdomisili di DKI Jakarta dan dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Green Brand Image (β = 0,298; p = 0,002) dan Green Perceived Value (β = 0,375; p < 0,001) berpengaruh positif dan signifikan terhadap niat beli ulang, sedangkan Green Trust tidak berpengaruh signifikan (β = 0,045; p = 0,601). Nilai R-Square sebesar 0,418 menunjukkan bahwa ketiga variabel tersebut mampu menjelaskan 41,8% variasi Niat Beli Ulang. Temuan ini menunjukkan bahwa citra merek ramah lingkungan dan persepsi konsumen terhadap nilai manfaat lingkungan berperan dalam mendorong niat beli ulang dengan menggunakan tumbler. Secara teoretis, penelitian ini memperkaya kajian green marketing pada industri kopi di Indonesia dengan memberikan bukti empiris pada konteks Generasi Z. Secara praktis, Tomoro Coffee perlu memperkuat citra merek ramah lingkungan serta memastikan manfaat program penggunaan tumbler dirasakan oleh konsumen Generasi Z.

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