The Influence of Green Marketing on Purchase Decisions Mediated by Brand Image: A Study on Lulur Sekar Jagat Consumers in Denpasar City

The beauty industry continues to grow in line with the increasing awareness among Indonesians regarding proper body care. However, this growth also contributes to an increase in waste generated by the industry. The intense competition among beauty companies provides consumers with numerous choices in fulfilling their skincare needs. This study aims to analyze the influence of green marketing on purchase decisions mediated by brand image in the context of Lulur Sekar Jagat products in Denpasar City. The population of this study consists of residents of Denpasar who have previously purchased Lulur Sekar Jagat products. A total of 170 respondents were selected using a non-probability sampling technique with a purposive sampling method. Data were analyzed using path analysis with the assistance of SPSS software. The results indicate that: (1) green marketing has a positive and significant effect on purchase decisions, (2) green marketing has a positive and significant effect on brand image, (3) brand image has a positive and significant effect on purchase decisions, and (4) brand image mediates the influence of green marketing on purchase decisions.