The Influence of Green Marketing and Brand Image on Npure Skincare Repeat Purchase in Generation Z
Abstract
This study investigates the influence of green marketing and brand image on repeat purchase behavior of NPURE skincare products among Generation Z. The research is motivated by the rapid growth of Indonesia’s skincare industry and increasing consumer awareness of environmental issues, particularly among Generation Z, who are known for their critical perspective on eco-friendly claims. Using a quantitative approach with an explanatory research design, data were collected from 100 Generation Z consumers of NPURE in Bandar Lampung City through an online questionnaire using a Likert scale. The data were analyzed using multiple linear regression with SPSS. The findings reveal that both green marketing and brand image individually have a positive and significant effect on repeat purchase behavior. Simultaneously, these variables significantly influence repeat purchases, with a coefficient of determination of 70.2%, indicating that they explain most of the variation in repeat purchase behavior. These results suggest that consistent implementation of environmentally friendly marketing strategies and a strong brand image can increase consumers’ likelihood of repurchasing. Therefore, companies are recommended to maintain green marketing practices and strengthen their brand image to enhance customer loyalty, especially among Generation Z.
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
