PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Produk Adia Indonesia)

This study aims to analyze the influence of green marketing on purchase decisions with brand image as a mediating variable among consumers of Adia Indonesia products in Kediri City. This research uses a quantitative approach with a survey method by distributing questionnaires to 120 respondents who have purchased Adia Indonesia products at least once in the recent period. The data were analyzed using the Mediated Regression Analysis (MRA) and Sobel test to examine both direct and indirect effects between variables. The results show that green marketing has a positive and significant influence on brand image and purchase decisions. Brand image also has a significant effect on purchase decisions and is proven to significantly mediate the relationship between green marketing and purchase decisions. Thus, it can be concluded that the green marketing strategy implemented by Adia Indonesia not only enhances brand image but also effectively drives consumer purchase decisions for environmentally friendly products.