THE INFLUENCE OF GREEN MARKETING AND BRAND IMAGE ON PURCHASING DECISIONS FOR EMINA NATURAL PAL SERIES PRODUCTS IN SAMARINDA (Study on consumers of Emina Natural Pal Series products in Samarinda)

Setya Fachtia Rusman Z.A RUSMAN AK (Universitas Mulawarman)
Mukhibatul Hikmah (Universitas Mulawarman)
Lailatul Hijrah (Univeristas Mulawarman)
Poppy Alvianolita Sanistasya (Universitas Mulawarman)

Proceedings of The International Indonesia Conference on Interdisciplinary Studies
Vol. 1 (2025): Proceedings of The International Indonesia Conference on Interdisciplinary Studies (I

Consumer desire for cosmetics is growing the fastest. With more and more environmental damage problems, Emina has released the Natura Pal Series, a line of cosmetics that are safe for the environment. This study wants to find out if green marketing and the way a brand is seen in Samarinda affect people's decisions to buy Emina Natural Pal Series products. Respondents to this study were given surveys as part of a quantitative way to collect data. One hundred women from Samarindabetween the ages of 17 and 25 who had bought EminaNatural Pal Series goods took part in this study. A quantitative study method was used, and data were gathered through polls. The study group was made up of Emina users in Samarinda. They were chosen through a method called "purposeful sampling." In SPSS 25, the data were put to use with the multiple linear regression test method. The study found that there is a strong link between green marketing, how people see a business, and their decision to buy.