The Influence of Green Marketing and Brand Image on the Purchase Intention of Avoskin (Study on Instagram Followers @avoskinbeauty)

Adhila Febria Dwiriani; Sanita Dhakirah

doi:10.55927/fjst.v4i8.194

Authors

Adhila Febria Dwiriani Politeknik Negeri Malang
Sanita Dhakirah Politeknik Negeri Malang

DOI:

https://doi.org/10.55927/fjst.v4i8.194

Keywords:

Green Marketing, Brand Image, Purchase Intention, Avoskin

Abstract

This research aims to investigate the influence of green marketing and brand image on the purchase intention of Avoskin products. This research was quantitative study. The population in this study are Instagram followers @avoskinbeauty who know Avoskin’s green marketing campaign through content uploaded on Instagram. The data were collected through online questionnaires distributed to 100 respondents who were Instagram followers of @avoskinbeauty. The sampling method used was non-probability sampling with a purposive sampling technique. The data analysis employed multiple regression analysis and hypothesis testing. This research was conducted using the SPSS program. The results of this study indicate that green marketing has a partial and significant effect on purchase intention, brand image has a partial and significant effect on purchase intention, and green marketing and brand image has a simultaneously and significant effect on purchase intention

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