From Green Marketing and Brand Reputation to Repurchase Intention: The Mediating Role of Brand Trust among AQUA Consumers
DOI:
https://doi.org/10.54099/hbr.v6i2.1939Keywords:
Marketing, Brand Reputation, Brand Trust, Repurchase Intention, Theory of Reasoned Action (TRA)Abstract
This study aims to analyze the influence of Green Marketing and Brand Reputation on Repurchase Intention with Brand Trust as a mediating variable on consumers of AQUA brand Bottled Drinking Water (AMDK) in Kuta District.Methodology/approach – The sampling technique used purposive sampling with a total of 170 respondents. Data were collected through questionnaires using a five-point Likert scale and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS. Findings – The results of the study indicate that Green Marketing, Brand Reputation, and Brand Trust have a positive and significant effect on Repurchase Intention. In addition, Green Marketing and Brand Reputation also have a positive and significant effect on Brand Trust. The results of the mediation test indicate that Brand Trust is able to partially mediate the effect of Green Marketing on Repurchase Intention, as well as partially mediate the effect of Brand Reputation on Repurchase Intention. Novelty/value – This finding indicates that the implementation of environmentally friendly marketing strategies and the formation of a good brand reputation will be more effective in increasing repurchase intentions if accompanied by increased consumer trust in the brand.
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