The Effect of Green Product to the Purchase Decision Mediated by Brand Image of IKEA Product in Kabupaten Bekasi

Abstract

This study aims to analyze the impact of Green Products on Purchase Decisions, with Brand Image as a mediating variable. A quantitative approach was used by distributing questionnaires to 384 respondents in Bekasi Regency, who are consumers of IKEA products. Data analysis was performed using SmartPLS 3.0 software. The results of the study show that Green Products have a significant and positive impact on Purchase Decisions, both directly and through the mediation of Brand Image. Directly, Green Products enhance consumers' purchase decisions. Furthermore, Brand Image plays an important role as a mediator that strengthens the relationship between Green Products and Purchase Decisions. These findings suggest that environmentally friendly products not only attract consumer interest but also build a positive brand image. This positive brand image, in turn, contributes to the increase in consumers' purchase decisions for IKEA products. Therefore, focusing on the development and marketing of environmentally friendly products can be an effective strategy to enhance competitiveness and customer loyalty.