Green Marketing, Green perceived value, Corporate Social Responsibility, and Purchase Decisions: The moderation role of Green Satisfication and Brand Image

This research will analyze the impact of Green Marketing, Green Perceived Value and Corporate Social Responsibility on Green Satisfaction and Brand Image, analyze the impact of Green Satisfaction and Brand Image on Purchase Decisions and analyze the mediating influence of Green Satisfaction and Brand Image on the relationship between Green Marketing, Green Perceived Value and Corporate Social Responsibility for Purchase Decisions. The type of research is associative quantitative. Data collection techniques through distributing questionnaires and SEM PLS fot data analysis technique. The research results prove that Green Marketing, Green Perceived Value and Corporate Social Responsibility have a significant impact on Green Satisfaction. Green Perceived Value and Corporate Social Responsibility have a significant impact on Brand Image, but not on Green Marketing. Green Satisfaction and Brand Image have a significant impact on Purchasing Decisions. Green Satisfaction is able to mediate the relationship between Green Perceived Value and Corporate Social Responsibility on Purchasing Decisions. Brand Image is able to mediate the relationship between Green Marketing, Green Perceived Value and Corporate Social Responsibility on Purchasing Decisions, except for Green Marketing. Suggestions for further research include conducting research on other business objects so that the implementation of services with an environmental care concept can be analyzed to improve customer purchasing decisions.