PENGARUH GREEN MARKETING DAN PENGETAHUAN LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (STUDI PADA KONSUMEN UNILEVER DI KOTA YOGYAKARTA)

The purpose of this study was to analyze the effect of green marketing and environmental knowledge on purchasing decisions with purchase intention as an intervening or mediating variable. The subject of this research is a study on Unilever consumers in the city of Yogyakarta with a total sample of 168 respondents identified by purposive sampling technique based on the criteria of consumers who have made a minimum purchase of three times. The analytical method used is Structural Equation Modeling (SEM) which is processed using the AMOS version 21 program. Based on the analysis, the results showed that green marketing had a positive and significant effect on buying interest and purchasing decisions, environmental knowledge had no effect on buying interest and purchasing decisions, buying interest had no effect on purchasing decisions, buying interest proved to be a mediating variable on the relationship between green marketing and purchasing decisions. , but buying interest has not been proven to be a mediating variable on the relationship between environmental knowledge and purchasing decisions