Pengaruh Price Fairness Terhadap Repurchase Intention Melalui Brand Trust dengan Eco-friendly Packaging Sebagai Variabel Moderasi
DOI:
https://doi.org/10.37385/msej.v7i3.10326Keywords:
Price Fairness, Brand Trust, Repurchase Intention, Eco-friendly PackagingAbstract
Industri fashion yang semakin kompetitif menuntut perusahaan untuk menjaga persepsi harga yang wajar, membangun kepercayaan merek, serta menunjukkan komitmen terhadap keberlanjutan lingkungan. Industri fashion yang semakin kompetitif menuntut perusahaan untuk menjaga persepsi harga yang wajar, membangun kepercayaan merek, serta menunjukkan komitmen terhadap keberlanjutan lingkungan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 160 responden yang merupakan konsumen H&M di wilayah DKI Jakarta. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data yang terkumpul dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 3. Hasil penelitian menunjukkan bahwa price fairness berpengaruh positif terhadap brand trust dan repurchase intention. Selain itu, brand trust terbukti berpengaruh positif terhadap repurchase intention serta mampu memediasi pengaruh price fairness terhadap repurchase intention. Selanjutnya, hasil pengujian moderasi menunjukkan bahwa eco-friendly packaging memperkuat pengaruh price fairness terhadap brand trust. Temuan ini mengindikasikan bahwa persepsi harga yang wajar yang didukung oleh kepercayaan merek dan kemasan ramah lingkungan berperan penting dalam meningkatkan niat beli ulang konsumen. Penelitian ini diharapkan dapat memberikan kontribusi teoritis dan praktis bagi pengembangan strategi pemasaran berkelanjutan di industri fashion.
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