DUWIYANTI, SITI (2025) PENGARUH GREEN BRAND IMAGE, GREEN TRUST DAN GREEN PERCEIVED VALUE TERHADAP NIAT BELI ULANG KOPI TUKU MENGGUNAKAN KEMASAN HIJAU DI JABODETABEK. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Food and Beverage industry, especially coffee shops, is growing rapidly in Indonesia. As many as 71% of consumers prefer to buy coffee rather than brew it themselves, indicating that coffee has become an important part of everyday life. According to Indonesian Market Share Data (2023), Kopi Tuku only has a market share of 0.8%, far below its competitors. On the other hand, increasing environmental awareness is encouraging the implementation of environmentally friendly concepts (green concepts). This study aims to examine the influence of Green Brand Image, Green Trust, and Green Perceived Value on Repurchase Intention of Kopi Tuku Using Green Packaging in Jabodetabek. This study uses a quantitative approach by distributing questionnaires through Shout.com and using a purposive sampling technique. The sample was determined using the Hair et al. formula and obtained 171 respondents. Analysis using Partial Least Square (PLS) 4.0 shows that all variables have a positive and significant effect on repurchase intention: Green Brand Image (t= 4.248; p= 0.000), Green Trust (t= 4.200; p= 0.000), and Green Perceived Value (t= 3.723; p= 0.000). The research model has an R² value of 0.609, which means that the three variables explain 60.9% of the variation in Repurchase Intention. Keywords: Green Brand Image, Green Trust, Green Perceived Value, Repurchase Intention, Green Packaging Industri Food and Beverage, khususnya kedai kopi, berkembang pesat di Indonesia. Sebanyak 71% konsumen lebih memilih membeli kopi daripada menyeduh sendiri, menandakan kopi menjadi bagian penting dari kehidupan seharai-hari. Data Market Share Indonesia Data (2023) Kopi Tuku hanya memiliki pangsa pasar 0,8% jauh di bawah kompetitornya. Di sisi lain, meningkatnya kepedulian lingkungan mendorong penerapan konsep ramah lingkungan (green concept). Penelitian ini bertujuan untuk menguji pengaruh Green Brand Image, Green Trust dan Green Perceived Value terhadap Niat Beli Ulang Kopi Tuku Menggunakan Kemasan Hijau di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan penyebaran kuesioner melalui Shout.com serta teknik purposive sampling. Sampel ditentukan dengan rumus Hair et al. dan diperoleh 171 responden. Analisis menggunakan Partial Least Square (PLS) 4.0 menunjukkan seluruh variabel berpengaruh positif dan signifikan terhadap niat beli ulang: Green Brand Image (t= 4,248; p= 0,000), Green Trust (t=4,200; p=0,000), dan Green Perceived Value (t=3,723; p=0,000). Model penelitian memiliki nilai R² = 0,609, yang berarti ketiga variabel menjelaskan 60,9% variasi Niat Beli Ulang. Kata Kunci: Green Brand Image, Green Trust, Green Brand Image, Niat Beli Ulang, Kemasan Hijau
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