The Effect of Consumption Values to Repurchase Intention of Green Products

Yosephine Angelina Yulia, Universitas Sebelas Maret Surakarta, Indonesia
Wisnu Untoro, Universitas Sebelas Maret Surakarta, Indonesia


Abstract: The Effect of Consumption Values to Repurchase Intention of Green Products. This study was aimed to apply the theory of consumption values to determine the factors affecting the behavior of consumers regarding the selection of green products, and examine the influence of consumption values such as the functional value, social value, emotional value, conditional value, and epistemic value to repurchase intention of green products. The population of this research is green product customers in Surakarta city. This research selected 100 respondents purposively. Based on the data showed that the consumption values that consist of functional value, social value, emotional value, conditional value and epistemic value had a positive effect on repurchase intention of green products.

Keywords: Green product, consumption values, consumer behavior, repurchase intention.

Abstrak: Efek Nilai Konsumsi terhadap Niat Pembelian Kembali pada Green Product. Tujuan dari penelitian ini adalah untuk menerapkan teori nilai konsumsi untuk menentukan faktor-faktor yang mempengaruhi perilaku pilihan konsumen mengenai produk ramah lingkungan, dan meneliti pengaruh nilai-nilai konsumsi seperti nilai fungsional, nilai sosial, nilai emosional, nilai kondisional, dan nilai epistemis terhadap niat membeli kembali produk ramah lingkungan. Populasi penelitian ini adalah konsumen yang menggunakan produk ramah lingkungan yang ada di kota Surakarta. Penelitian ini mengambil sampel sebanyak 100 responden secara purposive. Analisis data menggunakan analisis regresi berganda. Berdasarkan data dapat diketahui bahwa nilai konsumsi yang terdiri dari nilai fungsional, nilai sosial, nilai emosional, nilai kondisional dan nilai epistemik terbukti berpengaruh positif terhadap niat pembelian kembali pada produk ramah lingkungan.

Kata kunci: Produk ramah lingkungan, nilai konsumsi, sikap konsumen, niat pembelian kembali.


Green product; consumption values; consumer behavior; repurchase intention

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