PENGARUH GREEN PRODUCT INNOVATION DAN GREEN MARKETING TERHADAP BRAND IMAGE DALAM PURCHASE DECISION PRODUK AVOSKIN PADA KONSUMEN DI SURABAYA

Abstract

The increased interest in using skincare has resulted in an increase in consumer skincare waste that is consumable and cannot be recycled as a whole. Therefore, this study aims to analyze and test the effect of green product innovation and green marketing on brand image in the purchase decision of Avoskin products for consumers in Surabaya. Data collection was for 160 respondents located in Surabaya, the data collection tool used in this study was distributing questionnaires via Google Form using the Non-Probability Sampling method with the Purposive Sampling technique. Analysis techniques and hypothesis testing using SEM with the SmartPLS3 program. The results of this study indicate that green product innovation has a positive and significant effect on brand image but does not have a significant effect on purchase decision. In addition, green marketing has a positive and significant effect on brand image and purchase decision.