Pengaruh Green Marketing dan Corporate Social Responsibility terhadap Repurchase Intention Lampu Led Hannochs (Study pada Customer Toko Mitra Jaya Setia Budi)

Abstract

Penelitian ini bertujuan untuk mengetahui: (1) Pengaruh Green Marketing terhadap Repurchase Intention (2) Pengaruh Corporate Social Responsibility terhadap Repurchase (3) Pengaruh Green Marketing dan Pengaruh Corporate Social Responsibility terhadap Repurchase Intention. Desain penelitian ini berisi tentang pendekatan penelitian asosiatif dengan metode kuantitatif. Dengan jumlah sampel sebanyak 110 orang responden pada customer toko mitra jaya melalui kuesioner. Teknik analisis data dengan menggunakan uji regresi linear berganda. Hasil Penelitian ini menunjukkan bahwa: (1) Green marketing (X1) tidak memiliki pengaruh positif dan signifikan terhadap Repurchase intention (Y) di buktikan melalui nilai t hitung yaitu 0,396 < t tabel 2,051; (2) Corporate Social Responsibility (X2) memiliki pengaruh positif dan signifikan terhadap repurchase intention (Y) di buktikan nilai t hitung yaitu 2,496 > t tabel 2,051; (3) ada pengaruh yang signifikan antara Pengaruh Green Marketing, Corporate Social Responsibility terhadap Repurchase Intention. Yang dapat dilihat melalui F hitung>F tabel dimana nilainya 11,117>3,35 artinya secara bersama-sama (simultan). This study aims to determine: (1) The effect of Green Marketing on Repurchase Intention (2) The Effect of Corporate Social Responsibility on Repurchase (3) The Effect of Green Marketing and the Effect of Corporate Social Responsibility on Repurchase Intention.This research design contains an associative research approach with quantitative methods. With a total sample of 110 respondents to Mitra Jaya shop customers through a questionnaire. Data analysis technique using multiple linear regression test.The results of this study indicate that: (1) Green marketing (X1) does not have a positive and significant effect on repurchase intention (Y) as evidenced by the t-value, which is 0.396 <t table 2.051; (2) Corporate Social Responsibility (X2) has a positive and significant influence on repurchase intention (Y) as evidenced by the t-value, which is 2.496 > t table 2.051; (3) there is a significant influence between the Effect of Green Marketing, Corporate Social Responsibility on Repurchase Intention. Which can be seen through F-value> F table where the value is 11.117> 3.35 meaning together (simultaneously).