Pengaruh Green Brand Image dan Green Brand Innovation Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian (Studi kasus : Konsumen Brand Skincare NPure di Jawa Timur)
DOI:
https://doi.org/10.53494/jira.v9i2.639Kata Kunci:
Berinovasi, Citra Merek, Green Brand Image, Green Brand Innovation, Keputusan Pembelian, Kepuasan Pelanggan, Npure, SkincareAbstrak
Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor-faktor yang mempengaruhi keputusan pembelian dan kepuasan pelanggan pada produk skincare Npure di Jawa Timur dengan menggunakan variabel penelitian Green Brand Image, Green Brand Innovation, dan Buying Decision. Penelitian ini menggunakan desain penelitian asosiatif dengan teknik sampling Lemeshow method dan ukuran sampel sebanyak 102 responden. Data dikumpulkan melalui kuesioner online yang dilakukan dari 12 Januari hingga 30 Januari 2023. Analisis data menggunakan metode SMART PLS 3.0 version for windows dengan model intervening. Hasil penelitian menunjukkan bahwa citra merek dan inovasi memiliki pengaruh signifikan dalam mempengaruhi keputusan pembelian produk Npure, sementara tingkat kepuasan pelanggan dipengaruhi oleh keputusan pembelian dan citra merek. Oleh karena itu, perusahaan skin care dan kecantikan harus terus berinovasi dan memperhatikan citra merek dan inovasi guna memenuhi kebutuhan konsumen. Perusahaan juga perlu meningkatkan kepercayaan pelanggan melalui layanan dan kualitas produk yang lebih baik, serta menawarkan insentif atau diskon pada produk tertentu untuk meningkatkan keinginan pembelian pelanggan. Jenis produk alami yang ramah lingkungan juga perlu dikembangkan untuk memenuhi kebutuhan dan keinginan konsumen akan produk yang sehat dan aman untuk lingkungan. Variabel penelitian Green Brand Image, Green Brand Innovation, dan Buying Decision dapat membantu dalam memperkuat citra merek, meningkatkan loyalitas pelanggan, dan meningkatkan kepuasan pelanggan pada merek skincare Npure. Dalam keseluruhan, penelitian ini dapat memberikan landasan teori tentang faktor-faktor yang mempengaruhi keputusan pembelian dan kepuasan pelanggan pada produk kecantikan dan skincare.
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