THE INFLUENCE OF GREEN MARKETING AND PRODUCT PACKAGING QUALITY TOWARDS PURCHASE INTENTION THROUGH BRAND IMAGE OF AQUA

Abstract

The objective of this study is to examine the direct and indirect effect between consumer purchase intention and the variables of green marketing, product packaging quality, and brand image. The hypothesis elucidates the direct and indirect impact of the independent variable on the dependent variable. The findings of this study indicate that all of the independent variables have a statistically significant and positive effect on the dependent variable. Furthermore, the study reveals that the indirect influence of Product Packaging Quality on Purchase Intention, mediated by brand image, has been determined to be statistically significant. Following the data collection process, the researcher proceeded to assess the outer and inner models utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM).