PENGARUH SOCIAL MEDIA MARKETING, GREEN PERCEIVED VALUE TERHADAP GREEN PURCHASE INTENTION MELALUI GREEN BRAND EQUITY

This study investigates the influence of social media marketing and green perceived value on green purchase intention, mediated by green brand equity. The research focuses on the skincare industry, particularly among Generation Z consumers in Malang. Utilizing a quantitative approach, data were collected through surveys distributed to students at Universitas Muhammadiyah Malang. The findings reveal that both social media marketing and green perceived value significantly impact green purchase intention. Furthermore, green brand equity serves as a crucial mediator in this relationship, enhancing the effect of social media marketing and green perceived value on green purchase intention. This research contributes to the literature on sustainable marketing by providing insights into the mechanisms through which social media and perceived environmental value drive consumer behavior towards eco-friendly products. The implications for marketers include the importance of leveraging social media platforms and emphasizing the environmental benefits of their products to foster stronger brand equity and encourage green purchasing behaviors.