PENGARUH GREEN PACKAGING, GREEN ADVERTISING, DAN GREEN BRAND IMAGE TERHADAP GREEN PURCHASE INTENTION PADA PRODUK AVOSKIN ( Studi Kasus Pada Mahasiswa di Kota Malang)

Avoskin is a local cosmetics brand that implements sustainability and environmental awareness through various strategies it has adopted. This study was conducted because Avoskin products have not yet become the top-selling brand
amid the competition in Indonesia’s cosmetics industry. This study was conducted to test and analyze the influence of Green Packaging, Green Advertising, and Green Brand Image on Green Purchase Intention for Avoskin products. This study employs an explanatory research design with a quantitative approach. The population for this study consists of students in the city of Malang. The sampling technique used is purposive sampling with a sample size of 140 respondents. The data analysis Methods used were scale range and multiple linear regression analysis with the assistance of IBM SPSS software version 29. The results indicate that Green Packaging, Green Advertising, and Green Brand Image have a positive and
significant partial effect on Green Purchase Intention for Avoskin products. These findings suggest that the strategies implemented by Avoskin through Green Packaging, Green Advertising, and Green Brand Image can increase consumers’
Green Purchase Intention toward Avoskin products. Therefore, Avoskin needs to optimize the use of eco-friendly packaging, develop advertising campaigns, and maintain its eco-friendly image to boost its appeal in the Indonesian cosmetics market. Therefore, Avoskin needs to optimize the use of eco-friendly packaging, develop advertising campaigns, and maintain its eco-friendly image to boost its appeal in the Indonesian cosmetics market.