The Role of Consumer Satisfaction in Mediating the Influence of Green Marketing and Brand Image on the Repurchase Intention of Starbucks Products

Kurniawan Hadirahmanto; Audita Nuvriasari

doi:10.55927/ajabm.v4i1.43

Authors

Kurniawan Hadirahmanto Universitas Mercu Buana Yogyakarta
Audita Nuvriasari Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.55927/ajabm.v4i1.43

Keywords:

Consumer Satisfaction, Green Marketing, Brand Image, Repurchase Intention

Abstract

This study examines the role of consumer satisfaction in mediating the relationship between green marketing, brand image, and repurchase intention of Starbucks products. Using purposive sampling, 100 respondents participated in a survey with questionnaires as the primary research instrument. Data analysis was conducted using the outer and inner model approaches in SmartPLS 4. The results indicate that green marketing and brand image do not directly influence repurchase intention but have a significant positive impact on consumer satisfaction. Additionally, consumer satisfaction significantly affects repurchase intention and mediates the relationship between both green marketing and brand image with repurchase intention. These findings highlight the importance of enhancing consumer satisfaction to drive repurchase intention in the coffee shop industry.

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