ANALISIS GREEN MARKETING TERHADAP REPURCHASE INTENTIONDENGAN GREEN CUSTOMER SATISFACTION SEBAGAI VARIABELINTERVENING (Studi Pada Pengguna Laptop Merek ASUS di Semarang)

Abstract

ABSTRACT ASUS laptops have become a popular choice in the global consumer computingmarket, renowned for their innovative designs, reliable performance, and competitiveprices. This study aims to evaluate the performance of ASUS laptops in daily use, focusingon aspects of reliability, energy ef iciency and user satisfaction. This research considersthe influence of service quality in increasing interest in repurchasing products, throughconsumer perceptions and preferences through the influence of products or services ontheenvironment. This research was conducted on individuals who have experience purchasingASUS laptops, and live in the city of Semarang. A total of 200 respondents were usedassamples in this research. Data collection was carried out through a questionnaire usinganon-probability sampling method and a purposive sampling technique using Structural Equation Modeling (SEM) analysis tools via AMOS 26. The results showed that e-servicequality, customer trust, perceived value, and in-shops emotion had an influence significant positive ef ect on green customer satisfaction, and green customer satisfactionhasasignificant positive ef ect on repurchase intention