PENGARUH VARIABEL MEDIASI RASA PERCAYA PADA NILAI TERHADAP NIAT PEMBELIAN ULANG PRODUK UMKM DI KABUPATEN CIREBON

Tri Budi Prasetyo; Arif - Nurudin

doi:10.53712/jmm.v4i2.656

PENGARUH VARIABEL MEDIASI RASA PERCAYA PADA NILAI TERHADAP NIAT PEMBELIAN ULANG PRODUK UMKM DI KABUPATEN CIREBON

Tri Budi Prasetyo, Arif - Nurudin

Abstract

Green marketing bertujuan ke arah untuk berkomunikasi bahwa merek atau
perusahaan adalah peduli lingkungan hidup. Penelitian ini bertujuan untuk mengukur sejauh mana konsep green marketing yang dilakukan pada UMKM yang berada dikawasan Kabupaten Cirebon. Niat beli dapat dipengaruhi oleh beberapa faktor, salah satunya adalah nilai yang dirasakan oleh konsumen. Pada penelitian ini memasukan rasa percaya sebagai variabel mediasi guna meningkatkan niat beli ulang, berdasarkan uji t diperoleh nilai t dengan siginifikansi secara berturut-turut senilai sebesar 11,660 dan 0,000, sehingga varibel nilai dinyatakan berpengaruh positif dan siginifikan terhadap variabel niat beli ulang, dengan menggunakan Metode Sobel test perhitungan nilai Zhitung diperoleh nilai 6,156 lebih besar dari Ztabel dengan tingkat signifikansi 0,05, yaitu 1,96, sehingga dapat disimpulkan bahwa rasa percaya memediasi hubungan kausal antara nilai terhadap niat beli ulang.

Keywords

Green Marketing, UMKM, Pembelian Ulang, Nilai, Rasa Percaya.

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DOI: http://dx.doi.org/10.53712/jmm.v4i2.656