GREEN PROMOTION TO REPURCHASE INTENTION MEDIATION GREEN PACKAGING

Abstract

The purpose of this study was to find out and analyze the effect of green promotion on repurchase intention mediated by green packaging directly or indirectly in Kediri City SMEs that apply green packaging. The population in this research is all Kediri City MSME consumers who implement green packaging. The sample in this study used purposive sampling of 80 people. The approach used inthis research is a causal approach. The data collection technique in this research uses a questionnaire technique. Data analysis techniques in this study used a quantitative approach using statistical analysis using Outer Model Analysis, Inner Model Analysis, and Hypothesis Testing. Data processing in this research uses the PLS (Partial Least Square) software program. The results of this study prove that directly green packaging and green promotion have a significant effect on repurchase intention, green promotion has a significant effect on green packaging, and indirectly green packaging is able to mediatethe effect of green promotion on repurchase intention in MSMEs in Kediri City.