Pengaruh Green Advertising dan Green Packaging terhadap Green Purchase Behavior Le Minerale dalam Campaign #JadiBaruLagi (Studi Kasus Konsumen Le Minerale di Kota Malang)

This study is an explanatory research aimed at understanding and analyzing the influence of Green Advertising and Green Packaging on Green Purchase Behavior of Le Minerale products in the #JadiBaruLagi campaign. The research employs a purposive sampling method based on Lemeshow's theory, involving 97 respondents. Data analysis was conducted using factor analysis to reduce variable indicators and multiple linear regression analysis to identify relationships between variables. The findings indicate that Green Advertising and Green Packaging have a positive and significant influence on consumers' Green Purchase Behavior in Malang City. These results highlight the importance of eco-friendly marketing strategies in shaping green purchase behavior while increasing consumer awareness of environmental sustainability issues.