<![CDATA[Abstract - The research aims to know that influence of green marketing on perceived value and customers purchase decision of PT ADES Mineral Water ( Case Study Student Faculty Communication and Bussines Telkom University) . This research is an explanatory research. There are 100 respondents as sample of this research by using simple random sampling method. The data collection method conducted by questionnaire. The data was analyzed by using path analysis. Results showed that Green Marketing has direct and significantly effect on Perceived Value, Perceived Value has direct and significantly effect on Purchase Decision, Green Marketing has direct and significantly effect on Purchase Decision, and Green Marketing has significantly effect on Purchase Decision through the Perceived Value as mediator variable.Keywords: Green Marketing, Perceived Value, Purchase DecisionAbstrak - Penelitian ini bertujuan untuk mengetahui pengaruh green marketing terhadap nilai yang dipersepsikan dalam keputusan pembelian pada ADES (Studi Kasus pada Mahasiswa/i Fakultas Komunikasi dan Bisnis Telkom University). Jenis penelitian yang digunakan adalah penelitian penjelasan. Sampel sebanyak 100 orang responden yang diambil menggunakan teknik simple random sampling. Metode pengumpulan data menggunakan kuesioner. Analisis yang digunakan adalah analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa variabel Green Marketing berpengaruh langsung dan signifikan terhadap variabel Nilai yang Dipersepsikan, variabel Nilai yang Dipersepsikan berpengaruh langsung dan signifikan terhadap variabel Keputusan Pembelian, variabel Green Marketing berpengaruh langsung dan signifikan terhadap variabel Keputusan Pembelian, dan variabel Green Marketing berpengaruh secara signifikan terhadap variabel Keputusan Pembelian melalui Nilai yang Dipersepsikan.Kata kunci: Green Marketing, Nilai Yang Dipersepsikan, Keputusan Pembelian]]>
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