PENGARUH GREEN MARKETING DAN PRODUCT KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL MEDIASI ( Studi pada konsumen produk ramah lingkungan IKEA di kota Bekasi )

This study aims to analyze the effect of green marketing and product knowledge on purchasing decisions with purchase interest as a mediating variable, for consumers of IKEA environmentally friendly products in Bekasi City. This study uses a quantitative approach with purposive sampling technique and involves 150 respondents who are IKEA Bekasi consumers. The results showed that green marketing and product knowledge have a positive and significant influence on purchase interest and purchasing decisions. In addition, purchase interest is proven to significantly mediate the effect of green marketing and product knowledge on purchasing decisions. These findings suggest that consumer trust in sustainability and adequate product knowledge can increase purchase interest, which in turn drives purchase decisions. This research emphasizes the importance of sustainability-based communication strategies and clear product information delivery in increasing consumer engagement and purchasing decisions for green products.