FACTORS INFLUENCING CONSUMERS GREEN PRODUCT PURCHASE DECISIONS AND ITS EFFECT ON REPURCHASE INTENTIONS With specific reference to The Body Shop Indonesia

DIAN PARATIWI, Bayu Sutikno, SE., Cand.Merc., PhD.

2021 | Tesis | Magister Manajemen

Tujuan dari penelitian ini adalah untuk mengukur Keputusan Pembelian Produk Hijau di Indonesia kemudian pengaruhnya terhadap Niat Membeli Kembali. The Body Shop menjadi perwakilan dari brand kosmetik hijau di Indonesia. Ada lima variabel independen yang dipilih; Mendukung Perlindungan Lingkungan, Dorongan untuk Tanggung Jawab Lingkungan, Pengalaman Produk Ramah Lingkungan, Keramahan Lingkungan Perusahaan, dan Daya Tarik Sosial. Beberapa penelitian sebelumnya telah dilakukan untuk menguji pengaruh kelima perilaku konsumen ini terhadap Keputusan Pembelian Produk Ramah Lingkungan tetapi tidak pada satu merek ramah lingkungan tertentu. Selain itu, di antara studi tersebut, Keputusan Pembelian Produk Ramah Lingkungan belum diuji terhadap Niat Membeli Kembali konsumen. Metode pengambilan sampel yang digunakan adalah non-probability purposive sampling dan respondennya adalah mereka yang membeli produk The Body Shop di Indonesia. Temuan Mendukung Perlindungan Lingkungan, Dorongan untuk Tanggung Jawab Lingkungan, Pengalaman Produk Ramah Lingkungan, Keramahan Lingkungan Perusahaan, dan Daya Tarik Sosial secara signifikan mempengaruhi Keputusan Pembelian Produk Ramah Lingkungan. Selanjutnya, Keputusan Pembelian Produk Hijau berpengaruh signifikan terhadap Repurchase Intention.

The purpose of this study is to measure Green Product Purchase Decisions in Indonesia then its direct effects on Repurchase Intention. The Body Shop takes place as the representative of green-cosmetic brands in Indonesia. There are five chosen independent variables; Supporting Environmental Protection, Drive for Environmental Responsibility, Green Product Experience, Environmental Friendliness of Companies, and Social Appeal. Several previous studies have been conducted to test these five consumer behaviours effect to Green Product Purchase Decisions but not in one specific green brand. Also, among those studies, Green Product Purchase Decisions has not yet been tested to Repurchase Intention of the consumers. The sampling method used is a non-probability purposive sampling and the respondents are those who purchased The Body Shop products in Indonesia. The finding is Supporting Environmental Protection, Drive for Environmental Responsibility, Green Product Experience, Environmental Friendliness of Companies, and Social Appeal significantly affect Green Product Purchase Decisions. Furthermore, Green Product Purchase Decisions significantly affect Repurchase Intention.

Kata Kunci : Green Product, Purchase Decisions, Repurchase Intention, Supporting Environmental Protection, Drive for Environmental Responsibility, Green Product Experience, Environmental Friendliness of Companies, Social Appeal