The Analysis of Green Marketing and Brand Image on Repeat Purchase on Consumers of Coffee Shop in Bandung

Manuscript type: Research Article Research Aims: This research was conducted to examine the influence of green marketing and brand image to the repeat purchase of consumer of coffee shop in Bandung. Design/Methodology/Approach: Data were collected through online survey that targeted the consumer of coffee shop in Bandung area. A method of successive interval (MSI) and Partial Least Square (PLS) was used as a method to analyse this data Research Findings: The results shows that green marketing and brand image have a significant effect on repeat purchases simultaneously and separately. Based on these results, consumers of coffee shops in Bandung were able to explain that 65.6% of repeated purchases were influenced by green marketing and brand image while the remaining 34.4% was influenced by other factors. Theoretical Contribution/Originality: By understanding that the green marketing and brand image can influencing the repeat purchase of consumer of coffee shop in Bandung, one can compare future studies especially in the field of marketing management materials. Practitioner/Policy Implication: The results of this research can be used to help practitioner to develop and improve marketing strategies more effectively and efficiently, especially for coffee shop that target people in the city of Bandung as their consumers. Research Limitation/Implication: geography, number of sample, simple method


INTRODUCTION
Global warming is currently a critical issue in the world; it is caused by human activities that are not accompanied by environmental impact analyses, human habits such as littering, over-exploitation of the environment, and a lack of attention to the environment for the next generation's sustainability, as well as many industries which produces a lot of plastic waste and disposal of waste that causes pollution (Global Sustainable Development Report, 2019).
Based on Ritchie & Roser (2019), the amount of global plastic waste production from 1950 to 2015 tends always to show an increase. In 1950, world waste production was up to 2 million tons per year. Meanwhile, 65 years later, in 2015, waste production was already at 381 million tons per year. This figure has increased more than 190 times, with an average increase of 5.8 tons per year. In addition, the problem of plastic waste at sea is in the spotlight. This is due to research on plastic waste in the ocean by Jambeck et al. (2015). The results of his research show that Indonesia is ranked 2nd out of 192 countries as a contributor to marine plastic waste (Detik.com, 2020).
This This is also one of the factors that cause damage to the environment, which is still a big problem for Indonesia, namely the disposal of plastic waste. Plastic has become a dangerous and difficult waste to manage because it takes tens or even hundreds of years for plastic waste to decompose completely. However, the problem is that the negative impact of plastic waste is as significant as its function. In addition, from the production process to the disposal stage, plastic waste increases greenhouse gases into the atmosphere. Plastic production activities require around 12 million barrels of oil and 14 million trees annually. The production process is not energy-efficient and causes 21% of Indonesia's 133 million hectares of forest to be lost (Kompas, 2018) Today, increasing public awareness of the environment has led to the emergence of thoughts of efforts to reduce the impact of global warming, namely by being smarter and more selective in buying products or smart consumers (Signh, 2012). Consumer behaviour has evolved into smart consumers so that companies are expected to be able to adapt to the needs of consumers who are increasingly concerned about environmental problems. The green marketing strategy forms a positive image of a product's brand and becomes a role model in accommodating consumer behaviour, thereby influencing the purchase decision of a product that is offered (Shabbir et. al, 2020) In the current era of globalization, the culinary business is a very promising business. In addition to offering high profits, this culinary business will never die if it is accompanied by innovation (Ferreira, 2020). One of them is the culinary cafe business. Cafes are used as an alternative place to fill spare time, meetings, and so on. Currently, in Bandung, there are many cafes with their own characteristics, both domestic and foreign cafes.
Currently, coffee shops are also starting to care about the environment, where they use a green strategy in running their business, or in simple terms, they do business using a strategy that still cares about the environment (Davis, 2019). Some coffee shops at Bandung have offered a 10% discount if consumers bring their own tumbler and use recycled fibber for food packaging. The coffee shop is also continuously working to reduce the materials used in packaging, find new ways to encourage repeated use of tumblers, and implement recycling solutions for the tumblers (Boz et al., 2020).
So, considering that the earth is currently experiencing damage from an environmental perspective and an increasingly rapid industrial development, it is necessary to have consumer awareness of the importance of choosing or buying environmentally friendly products.
Several coffee shops in the city of Bandung have implemented a green marketing concept with tumblers that are used as places for packaging coffee drinks, using water appropriately and not wasteful. Therefore, this study aims to examine the influence the concept of green marketing and brand image has on repurchase decisions and to determine public awareness of green products that have been carried out.

Green Marketing
Hawkins & Mothersbough (2010) defines green marketing as (1) the development of products whose production processes, use, or disposal do not cause harmful impacts to the environment than traditional product marketing; (2) A process of marketing products that are assumed to be safe for the environment; (3) binding product purchases to environmental organizations or events. According to Priansa (2017), green marketing involves three main concepts. First, through its marketing activities, the organization or company tries to satisfy the needs and desires of consumers. Second, marketing activities are carried out in a more efficient and effective manner compared to competitors. Third, green marketing activity has a minimal impact on the destruction of the natural environment so as to improve the welfare of consumers and society. Hult et al. (2012) then explain that green marketing is a strategic process that involves stakeholder assessment to create long-term relationships with customers while maintaining, supporting, and preserving the natural environment in running the company. From these definitions, it can be concluded that green marketing is a marketing company that does not only pay attention to the results achieved by the company but also pays attention to the environment.
Based on Priansa (2017), the goal of green marketing has three stages. The first stage is Green which aims to communicate that the brand or company is concerned about the environment.
The second stage is Greener, where the company tries to change the consumer-style in consuming or using products to be more concerned about the environment. The third stage is Greenest, where the company changes the consumer culture towards a more environmentally friendly direction. The expected consumer culture is a concern for the environment in all activities without being affected by the company's products offered.

Brand Image
Brand Image is a set of beliefs, ideas, and impressions that a person has about a brand (Kotler & Keller, 2012). Furthermore, Kotler & Armstrong (2015) explain that a brand image is a set of beliefs in a brand. According to this definition, Brand Image is a set of beliefs in a name, symbol, or design, and the impression a person has on a brand is formed based on information about the facts that are then used by the brand, so that this impression appears relatively long-term formed in the minds of consumers. Kotler & Keller (2014)  Furthermore, Li (2011) divides the variables that must be considered in forming a brand image into three parts: 1. Corporate Image, which is a set of associations that consumers perceive of a company that makes a product or service.
2. User Image, which is an association that is perceived by consumers to users who use a product or service.
3. Product Image which is a set of associations that consumers perceive a product.

Repeat Purchase
According to Hawkins & Mothersbaugh (2010), repeat purchases are repurchases as an activity to buy back by consumers for a product with the same brand without being followed by meaningful feelings for the product. Repeat purchase is the desire and action of consumers to repurchase a product, because of the satisfaction received according to the wishes of a product. A brand that is already in the customer's heart will cause the customer to continue purchasing or repurchasing. Furthermore, according to Juniwati 1. Willingness of consumers to make purchases.
2. The desire of consumers to make purchases in the future.
3. The desire of consumers to make repeat purchases.

RESEARCH METHOD
This study is a quantitative study using associative methods with a population of coffee shop consumers in Bandung with 300 samples.
This research uses an online survey to collect data about demography, green marketing, brand image, and repeat purchase (See Appendix 1).
The coffee industry selected in this study because based on Prasetyo (2020) coffee in Indonesia has become an industry and is projected to continue to grow, and by 2020 it is estimated that coffee shops will grow 10 to 15 percent. The number of coffee shops in Indonesia in the last three years has tripled from 1,083 outlets in 2016 to 3,000 outlets by the end of 2019. The majority are in big cities such as Jakarta, Surabaya, Medan, and Bandung (Prasetyo, 2020).
In Bandung, there are many coffee shops with their own characteristics, both domestic and international coffee shops. The characteristics of a coffee shop used in this study are a coffee shop that cares about the environment and has a green strategy program. Specifically, the coffee shop used in this study is a coffee shop that has a program to improve the recycling process by promoting reusable tumblers and using recycled fiber for food packaging. Then, the coffee shop also offers a discount if consumers bring their own tumbler where these programs are carried out to educate and change the consumption behaviour of coffee shop consumers who initially consume beverage products with regular disposable packaging to become consumers who use a personal tumbler that can be used repeatedly.

Research Model
Consumers are getting smarter in responding to the issue of global warming, which is getting more intense. Green marketing is one of the solutions and breakthroughs that are effective in reducing global warming. Companies that are able to build strong green marketing will easily build a positive image in the minds of consumers.
As research conducted by Wisana et al. (2017), green marketing affects consumer repurchase interest. This consumer repurchase interest is strengthened due to consumer attitudes. This means that when respondents give a positive response to the implementation of green marketing, the more it will affect the repeat purchase. According to Mahmoud (2018) and Mahmoud et al. (2017), who explore the effect of green marketing mix (green product, green price, green place, and green promotion) on consumer's purchase intention in Sudan, showed that those variables have a positive and significant relationship with consumer's purchase intention.
According to Kuntari (2017), who explores the effect of green marketing mix on repeat purchase interest in house products, showed that green marketing had a positive effect on repurchase interest, with the green place variable being the largest effective contributor to the repurchase interest.
Then the formation of a brand image will have an effect on consumer repurchase interest. This is because consumers tend to repurchase a company product that has a positive image. With a positive image, it will generate interest in repurchasing a product from the company. Therefore, it is very important for companies to maintain their brand image. According to Mendrika (2017), brand image has a positive effect on repeat purchases.
As a result, Green Marketing (X1), Brand Image (X2), and Repeat Purchase (Y) are not only partially, but also simultaneously, according to this study. Figure 1 illustrates this: To get response about green marketing (X1), Brand image (X2), and Repeat Purchase (Y), this study using questionnaire. The questionnaire is measured using a Likert scale. The Likert scale is a scale designed to examine how strongly the subject agrees on a question (Sekaran & Bougie, 2017). Respondents are asked to give their agreement of a statement from 1 until 5, with 1 indicating strongly disagree and 5 indicating strongly agree. From the Likert measurement scale, ordinal data will be obtained.

Instrument Validity and Reliability
According to  Furthermore, a reliability analysis (See Table 3) of each item was carried out to determine whether the value of using the scale on each item was reliable (Hair et al., 1998). Cronbach's Alpha is often used in reliability analysis to determine the extent to which each item can be treated as a single latent construct. Cronbach's Alpha values greater than 0.6 are considered adequate for survey instruments (Hair et al., 2006;Malhotra et al., 2007). As a result, the composite data reliability of Cronbach's Alpha per construct is more than 0.7. It means that these items have reliability in measuring the research model.

Inferential Analysis
An inferential analysis is used to analyse the sample data, and the results will be generalized to the population from which the sample was drawn.
Processing the sample data using the processing of the frequency distribution of each variable, by classifying the scores of the respondents' give good responses to purchasing preferences, positive recommendations, and customer commitment. Item 20 or preference interest has a higher score (79,64%), and item 23 or interest to be a customer has a lower score (67, 14%).
Overall, based on the calculation of the length of the interval class using a formula from Sudjana (2013), respondents' assessment of all variables is included in the good assessment category or agree.

Discussion
This study aims to determine the effect of green marketing and brand image on repeat purchases.
The hypothesis in this study can be seen from the calculation of the model using the PLS bootstrapping technique. From the results of the bootstrapping calculation, the T statistical value for each relationship or path will be obtained.
This hypothesis testing is accepted if the tstatistic > t-table with a value of 1.96. The results of the calculations for testing the hypothesis in this study are described in Table 8.

R Square
According to Table 8  Furthermore, the value of R-square showed the ability of independent variables (X) to explain the dependent variable (Y). According to Table 8, it shows the R-square value is 0,656, and that means 65,6% of repeat purchases were explained by the green marketing and brand image factor.
According to Table 9, Sig. value is 0,000 and the factors not examined in this study.

Table 9. F-test Results
Based on the results of the research obtained, there are several implications, namely green marketing and brand image have been proven to affect repeat purchases positively and significantly. Therefore, marketers can use green marketing as an effective way to apply to companies. Through a business concept that is environmentally friendly or known as green marketing, it will create a special interest for consumers who buy these products because they do not endanger the environment, and a good brand image as well will affect repeated purchases.

Academic Implications
Based on the research results, green marketing has a significant positive effect on repeat purchase which align with Mahmoud (2018) and Mahmoud et al. (2017) findings. Kuntari (2017) found that the green place variable was the largest effective contributor to the repurchase interest. In