The Influence of Green Marketing Towards the Customers Purchase Decisions Through Brand Image (Study on Customers of Avoskin in Semarang)

This study aims to analyze the influence of green marketing as the independent variable towards the customer's purchase decisions as the dependent variable through brand image as the mediator variable. The type of research is explanatory research, used non-probability sampling to 100 samples used purposive sampling and the questionnaire was distributed through Google Forms to the customers of Avoskin in Semarang. The research result is related to consumer behavior about how people select, buy, use, and evaluate products to meet their needs and desires. It is related to customers' purchase decisions, that is influenced by green marketing and the brand image of Avoskin. The result of the direct effect is green marketing is influenced positively significantly on brand image, green marketing is influenced positively significantly on customers' purchase decisions, and brand image is influenced positively significantly on customers' purchase decisions. The result of the indirect effect of the mediation of brand image is partial mediation. So, Avoskin needs to develop sustainably and keep attractive to the customers, so customers will be interested to support green marketing and to buy Avoskin products. For future research, although it will be examined on different research objects it may replace or include other variables.