Peran Pemasaran Hijau, Citra Merek Hijau, dan Kepedulian Lingkungan terhadap Pembelian Kembali Air Kemasan AQUA Life

Tras Pindonta Sembiring Depari; Ali Hanafiah

doi:10.69693/ijmst.v5i1.14353

Authors

Tras Pindonta Sembiring Depari Universitas Mercu Buana
Ali Hanafiah Universitas Mercu Buana

DOI:

https://doi.org/10.69693/ijmst.v5i1.14353

Keywords:

Pemasaran Hijau, Citra Merek Hijau, Kepedulian Lingkungan, Niat Pembelian Kembali Hijau, AQUA Life, Generasi Milenial

Abstract

Meningkatnya persoalan sampah plastik mendorong produsen air minum dalam kemasan mengembangkan produk yang lebih ramah lingkungan, salah satunya AQUA Life. Namun, keberhasilan produk tersebut sangat bergantung pada kesediaan konsumen untuk membeli kembali. Penelitian ini bertujuan menganalisis pengaruh pemasaran hijau, citra merek hijau, dan kepedulian lingkungan terhadap niat pembelian kembali hijau pada generasi Milenial pengguna AQUA Life di DKI Jakarta. Populasi penelitian adalah Milenial di DKI Jakarta yang sebelumnya pernah membeli produk AQUA konvensional. Jumlah sampel sebanyak 119 responden ditentukan berdasarkan analisis G*Power dan dipilih melalui teknik purposive sampling sebagai bagian dari pengambilan sampel nonprobabilitas. Data dikumpulkan melalui survei dengan kuesioner sebagai instrumen penelitian. Analisis deskriptif terhadap karakteristik responden dan variabel penelitian dilakukan menggunakan IBM SPSS Statistics 25, sedangkan pengujian hipotesis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa pemasaran hijau berpengaruh positif tetapi tidak signifikan terhadap niat pembelian kembali hijau, sedangkan citra merek hijau dan kepedulian lingkungan berpengaruh positif dan signifikan. Temuan ini mengindikasikan bahwa persepsi konsumen terhadap citra merek dan kesadaran pribadi terhadap lingkungan lebih menentukan dibandingkan aktivitas pemasaran hijau semata. Implikasinya, perusahaan perlu memperkuat citra merek hijau yang kredibel serta mengomunikasikan komitmen lingkungan secara lebih meyakinkan dan konsisten.

References

1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

https://doi.org/10.1016/0749-5978(91)90020-T

2. Aldino, & Hanafiah, A. (2025). The effect of perceived service quality and corporate social responsibility against consumer loyalty. Journal of Sustainable Economic and Business, 2(2), 128–141. https://doi.org/10.70550/joseb.v2i2.57

3. Duwiyanti, S., & Hanafiah, A. (2025). Examining the effectiveness of reusable tumblers in Kopi Tuku’s green marketing approach to drive consumer repurchase intention. International Journal of Business and Applied Economics, 4(6), 3153–3170. https://doi.org/10.55927/ijbae.v4i6.420

4. Damanik, S. A., & Siregar, O. M. (2025). Pengaruh Green Marketing Dan Customer Value Terhadap Repurchase Intention. Jurnal Ilmiah Wahana Pendidikan, 11(5. B), 223-233. https://jurnal.peneliti.net/index.php/JIWP/article/view/10309

5. Elkington, J. (1998). Cannibals with forks: The triple bottom line of 21st century business. Capstone Publishing.

6. Fitri, & Hanafiah, A. (2025). An empirical study on the interplay of customer experience, atmoshpher, and sales promotion on Gen Z repurchase intention in the café industry (Case at Café of Warunk Cengkareng). Jurnal Multidisiplin Madani, 5(12), 1344–1358. https://doi.org/10.55927/mudima.v5i12.576

7. Ghozali, I. (2021). Partial least squares: Konsep, teknik, dan aplikasi menggunakan program SmartPLS 3.2.9 untuk penelitian empiris (Edisi ke-3). Badan Penerbit Universitas Diponegoro.

8. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.

9. Harisnanda, A., & Djumarno, D. (2025). Conceptualizing of green products on sustainability green repurchase intention beauty products in the premium market. Journal of Sustainable Economic and Business (JOSEB), 2(2), 160–171.

https://doi.org/10.70550/joseb.v2i2.54

10. Hanafiah, A. (2025). Green gears for Gen Z: Extended TPB toward e-motorcycle adoption for sustainable energy in Jabodetabek. KnE Social Sciences, 10(23), 213–225. https://doi.org/10.18502/kss.v10i23.19767

11. Hanafiah, A., Reinarto, R., Wibowo, M. W., Permana, D., & Putri, A. (2024). Customer loyalty dynamics: The influence of halal certification, trust, and brand preference in the Indonesian fast food industry. International Journal of Integrative Sciences, 3(11), 1305–1320. https://doi.org/10.55927/ijis.v3i11.12624

12. Hanafiah, A., Wicaksono, D. S., Ahmad, F. Sh., Permana, D., & Wibowo, M. W. (2024). Empirical exploration of TPB extention on savings adoption by Indonesian Gen-Z in Sharia banking. International Journal of Asian Business and Management, 3(6), 827–846. https://doi.org/10.55927/ijabm.v3i6.13133

13. Indreswari, N. M., & Hanafiah, A. (2026). Beyond environmental concern: Attitude and value in suboptimal food purchase intention. Annals of Management and Organization Research, 7(4), 469–485. https://doi.org/10.35912/amor.v7i4.3952

14. Imaningsih, E. S., Putri, R. A., & Prasetyo, B. (2022). Implementasi konsep triple bottom line terhadap kinerja perusahaan berkelanjutan. Jurnal Manajemen dan Bisnis, 9(2), 134–145.

15. Khilji, S. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic and Political Studies, 5(1), 21–36.

16. Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson.

17. Khotimah, & Hanafiah, A. (2026). The influence of electronic word of mouth, green brand image, and product quality on repurchase intention of AQUA products. International Journal of Sustainable Applied Sciences, 4(8), 991–1004. https://doi.org/10.59890/ijsas.v4i8.36

18. Mahmoud, M. A., Seidu, A. S., Tweneboah-Koduah, E. Y., & Ahmed, A. S. (2024). Green marketing mix and repurchase intention: The role of green knowledge. African Journal of Economic and Management Studies, 15(3), 501–518. https://doi.org/10.1108/AJEMS-04-2023-0137

19. Maichum, K., Parichatnon, S., & Peng, K. C. (2017). Application of the extended theory of planned behavior model to investigate purchase intention of green products. International Journal of Business and Management, 12(8), 35–48. https://www.mdpi.com/2071-1050/8/10/1077

20. Narayani, N. K. P., & Hanafiah, A. (2025). Empirical evidence on the mediating role of attitude between environmental concern and perceived usefulness toward electric motorcycles adoption intentions among female Gen Z. Journal Ilmiah Manajemen dan Bisnis, 11(3), 353–36. https://publikasi.mercubuana.ac.id/index.php/jimb/article/view/36320

21. Nafiah, L. I. K., Herdiman, L., & Rochman, T. (2025). Factors affecting repurchase intention green product based on theory of planned behavior model. *Jurnal Ilmiah Teknik Industri, 24*(1), 51–62. https://doi.org/10.23917/jiti.v24i01.8599

22. Pemprov DKI Jakarta. (2021). Komposisi sampah DKI Jakarta. Dinas Lingkungan Hidup DKI Jakarta.

23. Prameka, R., & Kurniawan, D. (2021). Peran green marketing pada repurchase intention merek kopi ramah lingkungan di Indonesia. Jurnal Manajemen Bisnis. https://ejournal.iaida.ac.id/index.php/istiqro/article/download/940/691

24. Pramesthi, A. I., & Bernarto, I. (2024). The effect of green brand image, green brand attitude, and green brand trust on green repurchase intention (Case study: The Body Shop, Indonesia). Jurnal Ilmiah Edunomika, 8(1), 1–10. https://doi.org/10.29040/jie.v8i1.11581

25. Prata, J., Silva, A., & Duarte, A. (2020). Microplastics in human health: State of the science. Science of the Total Environment, 702, 134455. DOI:10.33472/AFJBS.6.9.2024.2681-2695

26. Pratama, W., & Hadian, D. (2022). Water pollution trends in Indonesia: A five-year assessment. Indonesian Journal of Environmental Management, 7(3), 155–164.

27. Pratiwi, A., Rahmawati, N., & Surya, D. (2021). Perceived risk of tap water and the shift to bottled drinking water in Indonesia. Jurnal Kesehatan Masyarakat, 15(1), 55–66.

28. Putra, R. A., & Nurlinda, L. (2023). Pengaruh green product, green brand image, dan environmental knowledge terhadap green purchase intention. Jurnal Riset Manajemen dan Bisnis, 8(1), 21–33. https://rcf-indonesia.org/jurnal/index.php/JOSEAMB/article/view/1120

29. Padmawati, S., & Hanafiah, A. (2025). How a Unilever brand’s green initiatives shape Gen Z’s eco-conscious purchase intention. International Journal of Business and Applied Economics, 4(6), 3363–3382. https://doi.org/10.55927/ijbae.v4i6.474

30. Purwanti, R., & Hanafiah, A. (2025). The influence of green awareness, green lifestyle, and green product knowledge on green purchase intention of electric motorcycles in the Special Capital Region of Jakarta. International Journal of Business and Applied Economics, 4(6), 3625–3642. https://doi.org/10.55927/ijbae.v4i6.430

31. Putri, S., & Nugroho, A. (2022). The role of environmental concern in shaping green purchase decisions. Jurnal Ekonomi dan Perilaku Konsumen, 4(1), 45–57.

32. Rahmadhani, D., & Widodo, T. (2023). Pengaruh green brand image terhadap purchase intention air mineral. Jurnal Manajemen dan Kewirausahaan.

33. Rahmawati, A., & Setyawati, H. (2023). Environmental concern dan keputusan pembelian hijau. Jurnal Ekonomi dan Bisnis.

34. Ramadan, A. N. I., & Sa’adah, S. (2025). Loyalitas pelanggan berbasis green brand image dan green trust di I.C.O Water. TECHNO-SOCIO EKONOMIKA, 18(1), 84–96. https://doi.org/10.32897/techno.2025.18.1.4117

35. Rockström, J., Steffen, W., & Noone, K. (2020). Planetary boundaries: A new paradigm for global sustainability. Ecology and Society, 25(2), 1–26.

36. Rosyidah, S. (2017). Pengaruh penerapan triple bottom line terhadap kinerja perusahaan dan keberlanjutan usaha. Jurnal Ekonomi dan Bisnis, 20(1), 45–58.

37. Rini, M. P., & Hanafiah, A. (2026). The effect of environmental concern, brand image, and green promotion on Generation Z’s repurchase intention in the old clothes exchange program at Matahari Department Store in Jakarta. Journal Ilmiah Manajemen dan Bisnis, 12(3), 235–251.

38. Shofa, N., & Hanafiah, A. (2026). The role of social pressure, attitude toward boycott, and moral intensity in news framing against Unilever’s boycott intention on Generation Z Muslims in DKI Jakarta. Formosa Journal of Applied Sciences, 5(5), 1331–1348. https://doi.org/10.55927/fjas.v5i5.56

39. Safitri, I. (2024). Green marketing strategy and consumer environmental value in Indonesia. Jurnal Bisnis dan Pemasaran, 8(1), 77–88.

40. Salam, A., & Sukiman, S. (2021). Green marketing dalam perspektif AMA. Jurnal Pemasaran Strategik.

41. Sanjaya, C. (2022, Februari). Harga rPET lebih mahal, Aqua: Ekosistem daur ulang belum efisien. Kompas.com.

42. Sekaran, U., & Bougie, R. (2017). Research methods for business: A skill-building approach (7th ed.). John Wiley & Sons.

43. Setyawan, A., Prasetya, A., & Widodo, S. (2021). Environmental concern and its impact on consumer green behavior. Jurnal Manajemen, 25(1), 88–97.

44. Stigler, G. J. (2020). The economies of scale revisited. Journal of Economic Perspectives, 34(1), 137–150.

45. Suhartono, H., & Hapsari, R. (2022). Attitudes toward green products and their effect on purchase intention. Jurnal Riset Ekonomi dan Bisnis, 15(4), 144–157.

46. Suhartono, H., Wijaya, D., & Yuliana, F. (2021). Green perceived quality and its impact on eco-friendly product preference. Jurnal Riset Ekonomi & Bisnis, 14(2), 72–84.

47. Supiyatun, L., Supardi, A., & Wijaya, B. (2022). Green brand innovation and its effect on consumer preference. Jurnal Inovasi dan Teknologi, 6(1), 33–41.

48. Suprapto, S., Kwarto, F., & Kaidah, S. (2025). Anti-plastic waste campaign: Education and reduction of plastic use for communities and businesses. Journal of Sustainable Community Service, 5(3), 98–110. https://doi.org/10.55047/jscs.v5i3.969

49. Tanadi, A., & Kurniawati, T. (2025). How green marketing orientation and green marketing mix helped increasing purchase intention and kept customer retention. Journal of Green Business.

50. Tanadi, A., Wijaya, S., & Gunawan, R. (2025). Green marketing strategy and its impact on sustainable consumer behavior. Journal of Marketing Innovation, 8(1), 1–15.

51. UNEP. (2020). Sustainability and circular economy for plastics. United Nations Environment Programme.

52. UNESCO. (2023). Global water quality assessment report. UNESCO Publishing.

53. United Nations. (2023). Global environmental outlook 2023. UN Environment Programme.

54. van Emmerik, T., & Schwarz, A. (2020). Plastic debris in rivers. Wiley Interdisciplinary Reviews: Water, 7(1), 1–24. https://doi.org/10.1002/wat2.1398

55. Wadyatenti, R., & Pranatasari, F. D. (2025). Green brand image dan ekuitas merek hijau. Jurnal Manajemen Pemasaran.

56. Wahid, R., Hasan, H., & Yusuf, M. (2022). Green perceived value and its relationship with eco-friendly purchase intention. Journal of Environmental Management & Tourism, 13(3), 677–689.

57. Wang, J., Tao, J., & Chu, M. (2019). Behind the label: The role of green trust in green purchase intention. Journal of Cleaner Production, 228, 188–197.

58. Wang, J., Wang, S., & Wang, Y. (2019). Green consumption intention and green purchase behavior: The role of perceived value and perceived risk. Journal of Cleaner Production, 214, 113–124.

59. Watson, A., Perrigot, R., & Dada, O. (2023). Measuring green brand image in sustainable retail. Journal of Retailing & Consumer Research, 60, 101–115. https://ideas.repec.org/a/bla/bstrat/v33y2024i2p806-819.html

60. White, K., Habib, R., & Hardisty, D. J. (2019). How to shift consumer behaviors toward more sustainable choices. Journal of Consumer Research, 46(5), 843–866. DOI: 10.1177/0022242919825649

61. Widiarsa, I. B. G., & Sulistyawati, E. (2018). Pengaruh green marketing terhadap keputusan pembelian. E-Jurnal Manajemen Universitas Udayana. DOI: 10.24843/EJMUNUD.2018.v07.i07.p01

62. Widhianto, D., & Hanafiah, A. (2025). The role of product and service quality in driving repurchase intention: The mediating influence of customer satisfaction among millennial consumers at Imperial Kitchen & Dimsum. International Journal of Management Studies and Social Science Research, 7(4), 454–458. https://doi.org/10.56293/IJMSSSR.2025.5749

63. World Health Organization. (2022). 1 in 3 people globally do not have access to safe drinking water. World Health Organization.

64. Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation. Journal of Cleaner Production, 135, 732–739. https://ideas.repec.org/a/eee/ecolec/v134y2017icp114-122.html

65. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://journals.sagepub.com/doi/abs/10.1177/002224299606000203