<![CDATA[This study examines the role of the green marketing mix and brand loyalty in driving brand satisfaction among active users of Avoskin skincare products. This study employs a quantitative inferential research design utilizing primary survey data gathered through a 1–4 Likert scale questionnaire. A non-probability purposive sampling technique was used to collect data from 100 respondents aged 18–44 years who had used Avoskin products at least once within the preceding six months. Data analysis was executed using multiple linear regression modeling through SPSS software. The results reveal that the green marketing mix has a positive and statistically significant effect on brand satisfaction (t = 5.275, p < 0.001). Brand loyalty also demonstrates a positive and statistically significant impact on brand satisfaction (t = 2.821, p = 0.006). Furthermore, the overall model yields a coefficient of determination (R2) of 0.486, demonstrating that 48.6% of the total variance in brand satisfaction is jointly explained by the green marketing mix and brand loyalty. The findings of this study suggest that the green marketing mix functions as the primary and most dominant determinant of brand satisfaction relative to brand loyalty in the local skincare market.]]>
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