The Influence of Green Marketing and Brand Image on Repurchase Intention Mediated by Consumer Satisfaction

Abstract

This study uses a quantitative method with the aim of proving the influence of Green Marketing and Brand Image both directly and indirectly on Repurchase Intention which is mediated by the variable Consumer Satisfaction. Methodology/approach: Data were collected using purposive sampling technique and analyzed using descriptive and inferential analysis techniques with the help of Smart PLS software. This study used 100 respondents from consumers of Fast Food Top Brand 2022 restaurants in DKI Jakarta as primary data, and secondary data researchers obtained through various references related to research. So that data processing obtains the results that (1) Green Marketing has a positive and significant effect on Repurchase Intention, (2) Brand Image has a positive and significant effect on Repurchase Intention, (3) Green Marketing has a positive and significant effect on Consumer Satisfaction, 4) Brand Image has an effect positive and significant effect on consumer satisfaction, 5) consumer satisfaction has a positive and significant effect on repurchase intention. Conclusion Data were collected using purposive sampling and analyzed through descriptive and inferential statistical techniques with the help of Smart PLS software. The results show: Green Marketing has a positive and significant effect on Repurchase Intention. Brand Image has a positive and significant effect on Repurchase Intention. Green Marketing has a positive and significant effect on Consumer Satisfaction. Brand Image has a positive and significant effect on Consumer Satisfaction. Consumer Satisfaction has a positive and significant effect on Repurchase Intention. Contribution: This research can contribute to companies that will implement green marketing, the development of green marketing management, and the discipline of marketing management, as well as environmental sustainability to slow down global pollution