Pengaruh Green Brand Awareness terhadap Repurchase Intention dengan Mediasi Green Trust dan Moderasi Green Product Knowledge pada Hejau Detergent Sheets
DOI:
https://doi.org/10.30640/jumma45.v4i2.5141Keywords:
eco-friendly product, green brand awareness, green product knowledge, green trust, repurchase intentionAbstract
Public awareness of environmental issues has led to the emergence of environmentally friendly product innovations, one of which is Hejau Detergent Sheets, the first paper detergent in Indonesia. Although it offers environmental and practical benefits, this product still faces challenges in the form of low brand awareness and consumer understanding, which affect trust and repurchase intention. This study aims to analyze the influence of green brand awareness on repurchase intention, with green trust as the mediating variable and green product knowledge as the moderating variable. The study employs a quantitative method with a descriptive-inferential approach. The sampling technique is purposive sampling, targeting consumers who have previously used the Hejau product. The sample size was determined using Slovin's formula, resulting in 181 respondents. Data were collected through an online questionnaire and analyzed using a moderated mediation model (Model 7 PROCESS Macro Hayes). The results of the study indicate: (1) green brand awareness significantly influences green trust (coefficient 1.31); (2) green trust significantly influences repurchase intention (coefficient 0.81); (3) green brand awareness significantly influences repurchase intention (coefficient 0.34); (4) green trust mediates the influence of green brand awareness on repurchase intention; and (5) green product knowledge moderates the influence of green brand awareness on green trust.
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.
Alamsyah, D. P., & Febriani, R. (2020). Green customer behaviour: Impact of green brand awareness to green trust. Journal of Physics: Conference Series, 1477(7), 072022. https://doi.org/10.1088/1742-6596/1477/7/072022
Ardiansyah. (2023). Pengaruh green product knowledge terhadap purchase intention melalui green trust dan green attitude. JES (Jurnal Ekonomi STIEP), 8(2), 214–225. https://doi.org/10.54526/jes.v8i2.214
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319. https://doi.org/10.1007/s10551-009-0223-9
Chen, Yu-Shan., and Ching-Hsun Chang. (2013). Towards green trust: The influences of green perceived quality, green perceived risk and green satisfaction. Management Decision, 51(1):63-82. https://doi.org/10.1108/00251741311291319
Deka, R. E., Nurhajati, & Rachma, N. (2019). Pengaruh brand association dan brand awareness terhadap brand loyalty melalui brand trust pada start up fintech OVO. Jurnal Ilmu Manajemen, 7(4). https://doi.org/10.33474/manajemen.v4i1.2702
Fitriani, A. (2022). Pengaruh green product knowledge dan green perceived risk terhadap minat beli yang dimediasi oleh green trust (Studi kasus pada air mineral galon Le Minerale) [Skripsi, Universitas Islam Negeri Syarif Hidayatullah Jakarta]. https://repository.uinjkt.ac.id/dspace/handle/123456789/68999
Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (3rd ed.). The Guilford Press
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800. https://doi.org/10.1108/03090560310495456
Kusumaningrum, M., & Arisanti, D. A. (2024). Analisis green trust, experiential marketing, dan green marketing terhadap repurchase intention pada Excelso di Surabaya [Diploma thesis, STIA Manajemen dan Kepelabuhan Barunawati Surabaya]. http://repositori.stiamak.ac.id/id/eprint/614/
Silvaraj, P. N. (2023). Pengaruh green product knowledge dan green awareness terhadap minat beli produk ramah lingkungan di Kota Medan [Skripsi, Universitas Medan Area]. https://repositori.uma.ac.id/handle/123456789/22082
Sistem Informasi Pengelolaan Sampah Nasional. (2024). Komposisi sampah berdasarkan sumber sampah. Kementerian Lingkungan Hidup dan Kehutanan. https://sipsn.menlhk.go.id/sipsn/public/data/komposisi
Soleha, I., Arifin, R., & Slamet, A. R. (2017). Pengaruh citra merek dan persepsi label halal terhadap minat pembelian ulang produk kosmetik Zoya Malang. e-Journal Riset Manajemen, 6(2), 283–301. https://www.academia.edu/77597121/Pengaruh_Citra_Merek_Dan_Persepsi_Label_Halal_Terhadap_Minat_Pembelian_Ulang_Produk_Kosmetik_Zoya_Malang
Tseng, S.-C., & Hung, S.-W. (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of Cleaner Production, 68, 420–430. https://doi.org/10.1016/j.jclepro.2013.06.050
Wiranto, A., & Adialita, T. (2020). Pengaruh green product knowledge, green trust dan perceived price terhadap green purchase intention konsumen AMDK merek Aqua dengan botol 100% recycled. Jurnal Aplikasi Bisnis, 16(2), 174–184. https://doi.org/10.26593/jab.v16i2.4261.174-184
Yonatan, A. Z. (2024, Februari 5). Riset Ipsos: Indonesia jadi negara paling peduli masalah lingkungan. GoodStats. https://goodstats.id/article/indonesia-jadi-negara-paling-peduli-masalah-lingkungan-4leRy
Setyorini, Retno, and Rizky P. Nugraha. The effect of trust towards online repurchase intention with perceived usefulness as an intervening variable: a Study on KASKUS marketplace customers. Asian Journal of Technology Management, vol. 9, no. 1, 2016, pp. 1-7, doi:10.12695/ajtm.2016.9.1.1
Dewi, S. A., & Rastini, N. M. (2016). Peran green trust memediasi green perceived value dan green perceived risk terhadap green repurchase intention. E-Jurnal Manajemen Universitas Udayana, 5(12), 8046–8078. https://ojs.unud.ac.id/index.php/Manajemen/article/view/25178
Belycia, C., & Soelasih, Y. (2024). Antecedent factors of green purchase intention on environmentally friendly clothing. Jurnal Manajemen Maranatha, 24(1), 15–30. https://doi.org/10.28932/jmm.v24i1.9397
Mourad, M., & Ahmed, Y. S. E. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15(4), 514–537. https://doi.org/10.1108/14601061211272402
Utami, N. M. J., & Pramudana, K. A. S. (2017). Peran green trust dalam memediasi pengaruh green perceived value terhadap green purchase behavior. E-Jurnal Manajemen Universitas Udayana, 6(5), 2445–2473. https://ojs.unud.ac.id/index.php/Manajemen/article/view/29233
Pramesthi, A. I., & Bernarto, I. (2022). 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). https://doi.org/10.29040/jie.v8i1.11581
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson
Baltaci, D. Ç., Durmaz, Y., & Baltaci, F. (2024). The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention. Brain and Behavior, 14(6), e3584. https://doi.org/10.1002/brb3.3584
Pancić, M., Serdarušić, H., & Ćućić, D. (2023). Green marketing and repurchase intention: stewardship of green advertisement, brand awareness, brand equity, green innovativeness, and brand innovativeness. Sustainability, 15(16), 12534. https://doi.org/10.3390/su151612534
Paramita, N. D., & Yasa, N. N. K. (2015). Sikap dalam memediasi hubungan kesadaran lingkungan dengan niat beli produk kosmetik ramah lingkungan. Jurnal Manajemen Dan Kewirausahaan, 17(2), 187–195. https://doi.org/10.9744/jmk.17.2.187-195
Yahya, Y. (2022). Peran green marketing, green brand image terhadap purchase intention dengan green trust sebagai variabel intervening. Jurnal Ilmu Manajemen dan Bisnis (JIMBis), 1(1), 1–15. https://doi.org/10.24034/jimbis.v1i1.5131
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319. https://doi.org/10.1007/s10551-009-0223-9
Kasadah, K., & Roosdhani, M. R. (2025). Pengaruh product knowledge terhadap purchase decision dimediasi oleh brand trust dan perceived value (Studi pada Unniqe Store Jepara). Jurnal Ekuilnomi, 7(2), 505-516. https://doi.org/10.36985/aa21bx42
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Mahasiswa Manajemen dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
