Determinan Repurchase Intention Konsumen Household Refill di Jabodetabek dengan Pendekatan fsQCA

Abstract

Tingginya sampah rumah tangga di Indonesia mendorong munculnya model household refill sebagai alternatif sirkular pengganti kemasan sekali pakai. Namun, ketersediaan sistem refill saja belum menjamin keberlanjutan perilaku pembelian ulang konsumen. Penelitian ini menganalisis kondisi dan konfigurasi dalam menghasilkan minat pembelian ulamg konsumen household refill di Jabodetabek menggunakan pendekatan Fuzzy-set Qualitative Comparative Analysis (fsQCA). Data dikumpulkan dari 150 responden melalui empat kondisi kausal , yaitu environmental concern (EC), green trust (GT), green experience quality (GEQ), dan perceived behavioral control (PBC). Hasil menunjukkan EC dan GEQ merupakan kondisi yang diperlukan untuk minat pembelian ulang tinggi, sedangkan ketiadaan GEQ menyebabkan rendahnya minat pembelian ulang. Ditemukan empat konfigurasi penyebab tingginya dan lima konfigurasi penyebab rendahnya minat pembelian ulang. Temuan ini menunjukkan bahwa hasil yang sama dapat dicapai melalui kombinasi kondisi yang berbeda, dan penyebab tingginya minat pembelian ulang bukan sekadar kebalikan dari penyebab rendahnya.

The high volume of household waste in Indonesia has driven the emergence of household refill as a circular alternative to single-use packaging. However, refill availability alone does not guarantee sustained repurchase behavior. This study analyzes the conditions and configurations shaping repurchase intention among household refill consumers in Jabodetabek using a Fuzzy-set Qualitative Comparative Analysis (fsQCA) approach. Data were collected from 150 respondents through four causal conditions, namely environmental concern (EC), green trust (GT), green experience quality (GEQ), and perceived behavioral control (PBC). EC and GEQ were found to be necessary conditions for high repurchase intention, while the absence of GEQ leads to low repurchase intention. Four configurations leading to high repurchase intention and five leading to low repurchase intention were identified, showing that the same outcome can be reached through different combinations of conditions, and that the causes of high repurchase intention are not simply the reverse of the causes of low repurchase intention.