International Journal of Multidisciplinary Research and Publications ISSN (Online): 2581-6187 79 Khalisha Anjaina Azka Athiyya, Reni Shinta Dewi, and Dinalestari Purbawati, “The Influence of Green Marketing Towards the Customers Purchase Decisions Through Brand Image (Study on Customers of Avoskin in Semarang) ,” International Journal of Multidisciplinary Research and Publications (IJMRAP), Volume 5, Issue 10, pp. 79-85, 2023. The Influence of Green Marketing Towards the Customers Purchase Decisions Through Brand Image (Study on Customers of Avoskin in Semarang) Khalisha Anjaina Azka Athiyya, Reni Shinta Dewi, Dinalestari Purbawati Business Administration Department, FISIP, Universitas Diponegoro Email: khalisazka@gmail.com Abstract— 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. Keywords— Green Marketing, Purchase Decisions, Brand Image. I. INTRODUCTION Activities in the business are always related to the environment, which needs to be a concern for the company to sustain their businesses. Companies must create innovation to maintain their business related to environmental sustainability. In Indonesia, waste management is still in low maintenance with the waste management in Bantar Gebang, Bekasi can only process 50-ton waste per day, and the waste that enters Bantar Gebang is around 7.000 to 7.500-ton waste per day (Putri C.N, 2021). In this era, many local companies in the beauty industry, then it makes waste products produced by global cosmetics industries that cannot be recycled with more than 120 billion packaging units (Mindero Foundation, 2023). This phenomenon can be seen from the increase in sales of cosmetics and skin care products in Indonesia also affects the waste produced. In 2015, the packaging waste from cosmetics products was around 61% made from plastics, which in 2019 it is increasing up to 12% with the increase in cosmetics and skin care products sales (Anna, 2018). If cosmetics companies are not well-managed their packaging waste, a new environmental problem can emerge. Then, in this era, many beauty companies started to create a marketing strategy concerned with the environment by reducing waste by recycling and reducing using plastics for packaging. Customers' behavior changes into environmentally friendly by reducing using plastics and recycling the product's packaging into something more valuable to help the government with waste management. Consumer behavior theory studies how people, groups, and organizations select, buy, use, and evaluate items or stuff to meet their needs and desires (Kottler & Keller, 2009). There are around 63% of customers in Indonesia are willing to buy environmentally products even though it has higher prices rather than ordinary products (WWF and Nielsen, 2017) Green marketing is the latest issue related to how the company is concerned and participates in the environment and also impacts the company's brand image. So, it can make the company can be responsible for environmental sustainability (Yeng & Yazdanifard, 2015). When deciding to buy a product, they will pay more attention to environmentally friendly products. Customers in this era are concerned about environmental sustainability, so green marketing strengthens its products' brand image and increases the customers' purchase decision to buy the products. Brand image is consumer perception of the image of the brand that is to be consumed or used, which is the brand's name, symbol, design, or sign that is easy to be known and remembered, also the good brand reputation (Kottler & Keller, 2009). So, brand image is essential for a business because it can affect the customer's behavior toward their products and their response to their products. Also, brand image can be interpreted as the company’s face because the company's image is one of the grips for consumers in making a decision. People purchase products daily to fulfill their needs by creating a purchase decision that fits their needs. The purchase decision is the process of the customers knowing the problem, then finding information about its products, and lastly, evaluating the alternative to solve the problems (Mahmoud, 2018). Customers nowadays decide to buy skin care products with a good brand image and implement green marketing in their promotion, then they are willing to buy a product that supports the environment at a higher price than ordinary products.