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PENGARUH GREEN MARKETING, HALAL CERTIFICATION DAN PERCEIVED VALUE TERHADAP REPURCHASE INTENTION KONSUMEN PRODUK BODY CARE PT. UNILEVER DI KOTA PADANG
Abstract
Kesadaran konsumen, terutama di pasar Indonesia yang mayoritas Muslim, terhadap aspek keberlanjutan (Green Marketing) dan kepatuhan agama (Sertifikasi Halal) semakin meningkat. Pergeseran perilaku ini memberikan tantangan dan peluang bagi produsen produk kebutuhan sehari-hari, termasuk produk perawatan tubuh (body care). Sementara itu, isu lingkungan telah mendorong banyak perusahaan, termasuk PT. Unilever, untuk mengintegrasikan strategi green marketing. Produk body care PT. Unilever dipilih karena merupakan pemimpin pasar yang telah menerapkan kedua strategi tersebut. Namun, terlepas dari upaya pemasaran hijau dan kepemilikan sertifikat halal, keberhasilan jangka panjang bergantung pada Niat Beli Ulang (Repurchase Intention). Hasil analisis menunjukkan bahwa Green Marketing (koefisien 0,679; T-Stat 7,089) dan Perceived Value (koefisien 0,395; T-Stat 4,135) secara signifikan dan positif mendorong niat beli ulang konsumen. Sementara itu, Halal Certification menunjukkan pengaruh signifikan namun negatif (koefisien -0,168; T-Stat 2,251) terhadap Repurchase Intention
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DOI: https://doi.org/10.17509/ijdb.v5i3.91313
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