The Influence of Green Marketing and Brand Image on Purchase Decisions of Npure Products in Surabaya

The growing awareness of environmental issues among consumers has encouraged companies to adopt green marketing as a sustainable marketing strategy, including in the skincare industry. This study aims to analyze the influence of green marketing and brand image on the purchasing decisions of Npure products in Surabaya. Data were collected from 96 respondents through a questionnaire and analyzed using the Partial Least Square (PLS) method with SmartPLS 4.0. The results show that green marketing has a positive and significant effect on purchase decisions, particularly through the green product dimension. In contrast, brand image does not have a significant influence. The R² value of 47.2% indicates that purchase decisions can be explained by the variables of green marketing and brand image. These findings highlight the importance of green marketing strategies in enhancing consumer purchasing decisions.