BibTex Citation Data :
@article{JIAB45497, author = {Gita Achwaty and Naili Farida and Sari Listyorini}, title = {PENGARUH GREEN MARKETING DAN CUSTOMER PERCEIVED VALUE TERHADAP REPURCHASE INTENTION MELALUI BRAND PREFERENCE (STUDI PADA KONSUMEN THE BODY SHOP DI KOTA SEMARANG)}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {14}, number = {1}, year = {2025}, keywords = {Green Marketing, Customer Perceived Value, Brand Preference, Repurchase Intention.}, abstract = { The Body Shop has been named a pioneer in implementing the green marketing concept in the beauty industry. The proliferation of skincare brands is a challenge for The Body Shop to maintain consumer loyalty. Even though The Body Shop holds the top position as a vegan cosmetics brand in Indonesia, this does not guarantee that The Body Shop will always have good company performance. The aim of this research is to identify the influence of green marketing variables, customer perceived value, brand preference, and repurchase intention on consumers of The Body Shop in Semarang City. The sample in this study consisted of 100 respondents from The Body Shop consumers in Semarang City with certain criteria. This study uses a quantitative approach. Data collection was carried out by distributing questionnaires which were then processed using SPSS Version 25. This research used validity tests, reliability tests, normality tests, correlation coefficients, coefficients of determination, t tests, F tests, and path analysis. The results of this research show that there is a positive and significant influence of each variable, namely green marketing and customer perceived value on repurchase intention through brand preference, both directly and indirectly. The body Shop dinobatkan sebagai pioneer yang menerapkan konsep green marketing dalam industri kecantikan. Menjamurnya merek skincare menjadi tantangan bagi The Body Shop untuk menjaga kesetiaan konsumennya. Walaupun The Body Shop memimpin posisi teratas sebagai merek kosmetik vegan di Indonesia, namun hal tersebut tidak menjamin The Body Shop memiliki kinerja perusahaan yang selalu baik. Tujuan dari penelitian ini adalah untuk mengidentifikasi pengaruh antara variabel green marketing, customer perceived value, brand preference, dan repurchase intention pada konsumen The Body Shop di Kota Semarang. Sampel pada penelitian ini berjumlah 100 responden konsumen The Body Shop di Kota Semarang dengan kriteria tertentu. Penelitian ini menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan dengan penyebaran kuesioner yang kemudian diolah dengan menggunakan SPSS Versi 25. Penelitian ini menggunakan uji validitas, uji reliabilitas, koefisien korelasi, koefisien determinasi, uji t, uji F, dan path analysis. Hasil penelitian ini menunjukkan adanya pengaruh positif dan signifikan dari masing-masing variabel yaitu green marketing dan customer perceived value terhadap repurchase intention melalui brand preference baik secara langsung maupun tidak langsung . }, issn = {2746-1297}, pages = {333--344} doi = {10.14710/jiab.2025.45497}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/45497} }
Refworks Citation Data :
The Body Shop has been named a pioneer in implementing the green marketing concept in the beauty industry. The proliferation of skincare brands is a challenge for The Body Shop to maintain consumer loyalty. Even though The Body Shop holds the top position as a vegan cosmetics brand in Indonesia, this does not guarantee that The Body Shop will always have good company performance. The aim of this research is to identify the influence of green marketing variables, customer perceived value, brand preference, and repurchase intention on consumers of The Body Shop in Semarang City. The sample in this study consisted of 100 respondents from The Body Shop consumers in Semarang City with certain criteria. This study uses a quantitative approach. Data collection was carried out by distributing questionnaires which were then processed using SPSS Version 25. This research used validity tests, reliability tests, normality tests, correlation coefficients, coefficients of determination, t tests, F tests, and path analysis. The results of this research show that there is a positive and significant influence of each variable, namely green marketing and customer perceived value on repurchase intention through brand preference, both directly and indirectly.
The body Shop dinobatkan sebagai pioneer yang menerapkan konsep green marketing dalam industri kecantikan. Menjamurnya merek skincare menjadi tantangan bagi The Body Shop untuk menjaga kesetiaan konsumennya. Walaupun The Body Shop memimpin posisi teratas sebagai merek kosmetik vegan di Indonesia, namun hal tersebut tidak menjamin The Body Shop memiliki kinerja perusahaan yang selalu baik. Tujuan dari penelitian ini adalah untuk mengidentifikasi pengaruh antara variabel green marketing, customer perceived value, brand preference, dan repurchase intention pada konsumen The Body Shop di Kota Semarang. Sampel pada penelitian ini berjumlah 100 responden konsumen The Body Shop di Kota Semarang dengan kriteria tertentu. Penelitian ini menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan dengan penyebaran kuesioner yang kemudian diolah dengan menggunakan SPSS Versi 25. Penelitian ini menggunakan uji validitas, uji reliabilitas, koefisien korelasi, koefisien determinasi, uji t, uji F, dan path analysis. Hasil penelitian ini menunjukkan adanya pengaruh positif dan signifikan dari masing-masing variabel yaitu green marketing dan customer perceived value terhadap repurchase intention melalui brand preference baik secara langsung maupun tidak langsung.
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