Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a Mediator

Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a Mediator

Purpose: This study analyzes how the cosmetic industry in Indonesia applies green marketing strategies responsibly. It also investigates how brand image mediates the relationship between green marketing, perceived value, and purchase decisions. Method: We employed a quantitative research methodolog...

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Bibliographic Details
Main Authors: Salsa Jihan Fadilah, Muhartini Salim
Format: Article
Language:English
Published: Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business 2025-05-01
Series:Journal of Enterprise and Development
Subjects:
Green Marketing
Perceived Value
Purchase Decisions
Brand Image
Cosmetic Industry
Online Access:https://journal.uinmataram.ac.id/index.php/jed/article/view/13176
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