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All Journal Golden Ratio of Marketing and Applied Psychology of Business Golden Ratio of Mapping Idea and Literature Format
Puspitasari , Intan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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The Influence of Green Marketing Strategy on Purchasing Decisions with Brand Image as Mediating Variable Utami, Della Fauzi; Puspitasari , Intan; Ishak , I.
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1384

Abstract

Public awareness of sustainability issues drives changes in consumer behavior, including in choosing environmentally friendly skincare products. This study aims to analyze the influence of green marketing strategies on purchasing decisions and the mediating role of brand image on Emina Natura Pal Series consumers in Purworejo Regency. This study used a quantitative approach with a survey method on 133 respondents selected through purposive sampling. The research instrument was tested for validity and reliability before conducting hierarchical regression analysis. The results showed that green marketing significantly influenced brand image and purchasing decisions. Brand image was also proven to significantly influence purchasing decisions and partially mediate the relationship between green marketing and purchasing decisions. These findings emphasize the importance of building positive brand perceptions through green marketing strategies to encourage sustainable consumer behavior. The practical implication of this study is the importance of beauty industry players integrating sustainability values into their brand strategies. However, this study has limitations regarding regional coverage and the demographic characteristics of respondents. Future research is recommended to use a mixed approach and broader regional coverage.
The Influence of Product Quality and Price on Purchasing Decisions through Purchase Intention as a Mediating Variable Nurkhotimah, Siti; Puspitasari , Intan; Ishak, I.
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i1.1344

Abstract

This study examines the effect of product quality and price on purchasing decisions, with purchase intention mediating variable among La Tulipe cosmetic consumers in Purworejo, Indonesia. The research addresses the growing competitiveness in the cosmetics industry, where consumers prioritize value and quality. A quantitative method was used with 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression, t-test, F-test, and Sobel test using SPSS. The results show that price significantly influences both purchase intention and purchase decision, while product quality affects purchase decision but not purchase intention. Purchase intention mediates the effect of price on purchase decision, but not the effect of product quality. These findings suggest that pricing plays a key role in shaping both interest and actual buying behavior, while product quality influences consumers more directly during the decision stage. This study offers practical insights for local cosmetic brands in developing effective marketing strategies that align with consumer expectations.
Co-Authors I. Ishak, I. Ishak , I. Nurkhotimah, Siti Utami, Della Fauzi