PENGARUH GREEN ADVERTISING DAN GREEN PRODUCT TERHADAP PURCHASE DECISION MELALUI BRAND IMAGE PADA GENERASI Z (Studi Pada Konsumen Produk Skincare Avoskin di Kota Malang)

This study aims to examine and analyze the effect of green advertising and green product on purchase decision through brand image amog generation Z consumers of Avoskin in Malang City. The object of this research is generation Z consumers of Avoskin who have purchase and used Avoskin product at least once in the last six months. The data were collected using a non-probalility sampling technique with a purposive sampling method involving 150 respondents. Data collection was conducted through a questionnaire using a Likert scale. This research employs a quantitative approach using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The results indicate that 1) Green advertising has a positive and significant effect on purchase decision. 2) Green product has a positive and significant effect on purchase decision. 3) Green advertising has a positive and significant effect on brand image. 4) Green product has a positive and significant effect on brand image. 5) Brand image has a positive and significant effect on purchase decision. 6) Brand image mediates the effect f green advertising on purchase decision. 7) Brand image mediates the effect of green product on purchase decision.