PENGARUH GREEN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK SEBAGAI MEDIATOR

This purpose of this study was to knew and analyze the effect of Green Perceived Value on the Purchasing Decisions through the Brand Image as a mediator. This study focus to Student of the Faculty of Economics and Business University of Muhammadiyah Malang who bought The Body Shop. The Body Shop is one of the brands for cosmetic and body care products that used implement a green marketing approach in their business policies and practices. The method used in this study is survey with a quantitative approach. The total sample used in this study was 105 respondents. This study used purposive sampling as sampling techniques and used questionnare as data collection. The analytical tool used in this study was the path analysis. The results of path analysis showed that indirect effects through brand image are more effective than the direct effect of green perceived value on purchasing decisions. Hypothesis testing used t-test and sobel test. The results uji-t of this study showed that Green Perceived Value has a positive and significant effect on Purchasing Decisions, Green Perceived Value has a positive and significant effect on Brand Image, Brand Image has a positive and significant effect on the Purchasing Decisions. The sobel test results showed that Green Perceived Value has a positive and significant effect on Purchasing Decisions through Brand Image.