PENGARUH GREEN MARKETING TERHADAP NIAT BELI ULANG DIMEDIASI BRAND IMAGE (Survei Konsumen Pada Fore Coffee Area Malang)

The rapid growth of the F&B industry, especially in the coffee shop sector, has increased the amount of plastic waste. This study aims to analyze the influence of green marketing on repurchase intention with brand image as a mediating variable among Fore Coffee consumers in the Malang area. The research employed a quantitative approach with a survey method through an online questionnaire distributed to 130 consumer survey. Data analysis used Partial Least Square Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4.0 software. The results indicate that: (1) Green marketing has a positive and significant effect on brand image; (2) Green marketing has a positive and significant effect on repurchase intention; (3) Brand image has a positive and significant effect on repurchase intention; (4) Brand image significantly mediates the relationship between green marketing and repurchase intention. The implications of this research emphasize the importance of consistent implementation of green marketing strategies to strengthen brand image and encourage long-term consumer loyalty.