Pengaruh Persepsi Green Product, Advertising Appeal, dan Price terhadap Repurchase Intention pada Konsumen Masker Wajah Sariayu di Kota Cimahi
DOI:
https://doi.org/10.35870/emt.v10i1.5295Keywords:
Green Product Perception, Advertising Appeal, Price, Repurchase IntentionAbstract
The research was carried out to examine the impact of consumer perceptions regarding green products, the appeal of advertising, and pricing on the intention to repurchase Sariayu face masks among consumers in Cimahi City. Data were gathered via an online questionnaire during a single data collection phase (cross-sectional study). The research instrument was subjected to a series of validity and reliability assessments, along with classical assumption tests, and was analyzed through multiple regression techniques. This data collection tool targeted respondents aged 17-31 years who had previously purchased Sariayu brand face masks, which were the primary focus of this investigation. A total of 120 respondents took part in this study. Data analysis was performed using SPSS version 27 software. The results reveal that perceptions of eco-friendly products, the appeal of advertising, and pricing exert a positive and significant effect on repurchase intentions. Furthermore, the sampling method, sample size, and analytical techniques employed can be tailored to align with the characteristics of the research subject. These results are anticipated to offer valuable insights for the management of the research subject in formulating relevant strategies and programs. For future studies, it is suggested to broaden the geographical scope, include respondents from a more diverse age range, and incorporate additional variables such as brand image or green trust.
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