The Influence of Green Marketing and Brand Image on Consumers’ Purchase Intention toward N’Pure Cosmetics in Makassar City
https://doi.org/10.59110/aplikatif.965
Keywords:
Brand Image, Green Marketing, Green Cosmetics, N’Pure, Purchase IntentionAbstract
This study examined the predictive contribution of Green Marketing and Brand Image to consumers’ Purchase Intention toward N’Pure cosmetics in Makassar City. A quantitative cross-sectional survey was conducted involving 68 female respondents selected through purposive sampling. Eligible respondents were residents of Makassar City who knew and had previously used N’Pure products. Data were collected using a five-point Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression with SPSS version 25. The results showed that Green Marketing significantly and positively predicted Purchase Intention (B=.776, β=.706, t=11.269, p<.001). Brand Image also significantly and positively predicted Purchase Intention (B=.382, β=.357, t=5.691, p<.001). Green Marketing demonstrated a stronger relative contribution than Brand Image based on the standardized regression coefficients. Simultaneously, the two predictors significantly explained Purchase Intention, F(2,65)=105.256, p<.001. The model accounted for 76.4% of the variance in Purchase Intention (R2=.764; adjusted R2=.757). These findings indicate that consumers’ evaluations of natural ingredients, recyclable packaging, sustainability-oriented marketing communication, and favorable brand associations are important predictors of Purchase Intention toward N’Pure products. Therefore, N’Pure should maintain its emphasis on visible green product attributes while strengthening the clarity of its environmental communication and the consistency of its brand positioning. The findings should be interpreted within the study sample because the research used purposive sampling and involved only female respondents.
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