PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI

The purpose of this study is to determine the effect of green marketing mix on purchasing decisions mediated by brand image. The research method used uses quantitative research with a survey approach. This research was conducted on consumers of The Body Shop with a total of 100 respondents. The sampling technique uses a non-probability sampling technique with purposive sampling. Data collection techniques are carried out by distributing questionnaires using google forms. The data analysis method used is a scale range and partial least square analysis assisted by SmartPLS 4.0 software. The results of this study are that green marketing mix has a positive and significant influence on purchasing decisions, green marketing mix has a positive and significant effect on brand image, brand image has a positive and significant effect on purchasing decisions, and brand image is able to mediate the influence of green marketing mix on purchasing decisions.