PENGARUH CITRA MEREK DAN GREEN PERCEIVED RISK TERHADAP MINAT BELI PRODUK AVOSKIN PADA MUSLIMAH JABODETABEK

the influence of brand image and Green Perceived Risk on the purchase intention of Avoskin products among Muslim women in Jabodetabek. The population in this study consists of skincare users residing in Jabodetabek. The sampling technique used the Lemeshow formula, resulting in a sample size of 100 individuals. This study employs the Statistical Package for the Social Sciences (SPSS) version 29.0 for data analysis. Based on the results of the data analysis, it was found that both Brand Image and Green Perceived Risk simultaneously influence purchase intention. However, only one variable significantly influences purchase intention, namely brand image, while the Green Perceived Risk variable is stated to have no significant effect on the purchase intention of Avoskin products.Keywords: Brand Image, Green Perceived Risk, Purchase IntentionPenelitian ini bertujuan untuk mengetahui pengaruh citra merek dan Green Perceived Risk terhadap minat beli produk Avoskin pada penduduk muslimah jabodetabek. Populasi pada penelitian ini adalah pengguna skincare yang berdomisili di Jabodetabek. Teknik pengambilan sampel menggunakan rumus lemeshow dari rumus tersebut diperoleh sampel sebanyak 100 orang. Penelitian ini menggunakan metode analisis Statistical Package For The Social Sciences (SPSS) versi 29.0 berdasarkan hasil analisis data ditemukan secara simultan Citra Merek Dan Green Perceived Risk berpengaruh terhadap minat beli. Sedangkan secara parsial hanya satu variabel yang berpengaruh terhadap minat beli yaitu citra merek, dan variabel Green Perceived Risk dinyatakan tidak berpengaruh terhadap minat beli produk Avoskin. Kata Kunci: Citra Merek, Green Perceived Risk, Minat Beli