The Influence of Green Marketing Strategy on Purchasing Decision with Mediation Role of Brand Image THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE

: This study aims to determine and analyze the influence of green marketing, corporate social marketing, and green product innovation on purchasing decisions with the brand image as an intervening variable. The population is consumers who purchase go green products in central java. By using the purposive sampling technique, obtained a total sample of 140 respondents. The analysis tool is the analysis path, which was previously tested for validity, reliability, and the classic assumption test. The test results show that green marketing, corporate social marketing, and green product innovation have a positive influence on brand image. Green marketing, corporate social marketing, green product innovation, and brand image positively influence purchasing decisions. Brand image can be an intervening variable between green marketing and purchasing decisions, while brand image can be an intervening variable between corporate social marketing and purchasing decisions. Brand image can be an intervening variable between green product innovation on repurchase. The more the company can innovate on environmentally-friendly products, the more it will improve the positive image to increase consumers’ decisions. Future studies should consider green perceived quality, brand awareness, and brand trust to understand consumer purchasing decisions better. The Influence of Green Marketing Strategy on Purchasing Decision with Mediation Role of Brand Image image. This study supports Pradnyandana and Yasa (2017) and Siswanto (2010), that environmentally-friendly innovation has a positive effect on brand image and has a positive and significant effect on product excellence. Likewise, the research by Yazdanifard and Mercy (2011), that green product innovation affects brand image.

The go green industry in Indonesia promises business opportunities that make the competition even more competitive. Some businesses are rapidly adopting an Environmental Management System (EMS) and have started to apply an environmentallyfriendly approach to all com-pany activities (Moravcikova et al., 2017). Business organizations have realized the role of green marketing to gain a competitive advantage over competitors (Arseculeratne and Yazdanifard, 2014). Green Marketing is the marketing of products perceived as environmentally friendly (Delafrooz and Goli, 2015). Immawati and Nugroho (2020) argued companies realize competitive advantage by implementing a green marketing strategy. This strategy plays an essential role in fulfilling customer wants and needs, maintaining company accountability by maintaining long-term social and environmental benefits. Green marketing is the process of marketing products that are assumed to be safe for the environment (Balawera, 2013). Applying green marketing into marketing strategies and corporate social responsibility programs brings positive value to the company's green image and benefits that are highly imperative for society (Widyastuti et al., 2019).
Green marketing and environmental responsibility are comprehensive resources that contemporary industry uses to raise awareness about sustainable products (Esakki, 2017). Companies that can contribute to overcoming environmental problems by marketing activities based on environmental sustainability can certainly attract consumers' attention. Marketing based on environmental sustainability is a new development in marketing. It is a potential opportunity and strategy with multiple benefits (multiplier effect), both businesses and the user community, attracting consumers' attention to make purchases (Putripeni, 2014). Corporate social marketing is a collection of human characteristics associated with a brand by describing how consumers express themselves (Nurbaiti and Bambang, 2017). One of the strategic aspects of implementing corporate social marketing is to improve purchasing decisions (Coombs and Holladay, 2011). Green product innovation or environmentally-friendly innovation or green innovation is a company effort that can be carried out in all aspects and is developed sustainably along with its development in terms of environmental aspects (Rennings and Rammer, 2009).
The purchase decision is a stage in the purchasing decision process where consumers buy a product (Kotler and Armstrong, 2012). Meanwhile, green marketing is a process of marketing and producing goods or services that prioritize environmental friendliness. Green marketing from various activities, including efforts to modify products, change production processes, and change promotional strategies (Grant, 2007). An empirical study on the effect of green marketing on purchasing intention by Widyastuti and Santoso (2018), the perception of the added value of green products will make consumers willing to pay more value or premium price and make a repeat purchase. Based on the previous studies by Azimi and Shabani (2016), the green marketing mix positively significantly influences the purchase decision-making style of customers. Other previous researchers explained that green marketing positively affects purchasing decisions (Boztepe, 2012;Desanto et al., 2018;Septifani et al., 2014;Sugi and Khuzaini, 2017;Tsai et al., 2020). Ahmad et al. (2016) mentioned that a green marketing strategy has no significant effect on purchasing an environmentally-friendly business industry. Rambing et al. (2015) also showed that green marketing has no significant impact on purchasing decisions. Likewise, the research by Yazdanifard and Mercy (2011), and Azimi and Shabani (2016), that green marketing does not affect purchasing decisions.
The social marketing institute defines corporate social marketing (CSM) as the use of social marketing concepts and tools in programs designed to influence individual behavior to improve their welfare and community welfare (Kotler and Armstrong, 2012). The main objective of CSM is to encourage changes in behavior, attitudes and to provide a gradual educational process to target audiences that are more focused on overcoming several general issues such as health, protection against accidents or losses, the environment, and community involvement (Solihin, 2009). The results of research conducted by Al-Zyoud (2018), Ardianti et al. (2008), andZasuwa (2017) showed that corporate social marketing could influence purchasing decisions. Based on the research results, Yoo and Lee (2018) explained that the higher the CSR support, the more positive the consumer evaluation of the company. While the research results by Semuel and Wijaya (2010) and Panungkelan et al. (2018), it is the opposite that corporate social marketing does not affect purchasing decisions.
In recent years, the business sector has continuously paid attention to green technology innovation (Xie et al., 2019). Environmentally-friendly innovation, known as green product innovation, is an effort made in the industry that can be done in all aspects and is developed sustainably along with its development in terms of environmental aspects (Rennings and Rammer, 2009). The results of research by Pradnyandana and Yasa (2017) and Al Rasyid and Indah (2018) show that environmentallyfriendly innovation has a positive effect on purchasing decisions. In contrast to Tamamudin (2012), that product innovation does not affect purchasing decisions.
The research gap motivates this study to test the relation between green marketing strategy and purchasing decisions through brand image. Rangkuti (2009) defined brand image as a collection of brand associations formed in the minds of consumers. Meanwhile, Kotler and Armstrong (2012) defined brand image as a brand position, which is a brand image that is different relative to competitors. Kotler and Keller (2009) defined brand image as a perception or impression about a brand reflected by a set of associations that connect customers with the brand in memory. The results of many studies show that green marketing has a positive influence on the brand image (Desanto et al., 2018;Rambing et al., 2015;Santoso and Ardani, 2017;Setyaningrum and Madiawati, 2017). Chandra et al. (2019) concluded that green brand positioning could increase brand image, then the brand image has a positive influence on green purchase intention. Likewise, research by Salfina and Gusri (2018) and Windiana et al. (2020), that brand image positively influences purchasing decisions. The review results study by Alamsyah and Mohammed (2019) showed that an environmentally friendly brand image indicated expensive, reasonably priced, prestigious associated with rich owners, telling the time, durable, naturally creamy, and tasty. It's related to the desire of customers to use environmentally friendly products.
Based on these problems, it can be formulated that how to build a go green business can increase. The study aims to analyze the effect of green marketing, corporate social marketing, and green product innovation toward purchasing decisions, with the brand image as a mediation role. This research is expected to make an essential contribution to the development of marketing management science, particularly regarding the role of green marketing strategies in improving consumer purchasing decisions. Practical benefits are expected to support environmentally friendly awareness programs.

METHOD
This study was designed using an explanatory method with a quantitative survey approach. The variables in this study consist of three types, namely independent variables consist of green marketing, corporate social marketing, and green product innovation; the mediating variable, namely brand image; and the dependent variable in the purchase decision.
Green marketing instruments are measured by the benefits of environmental products, benefits for health, and improving environmental quality. Corporate social marketing is measured by supporting the company's brand positioning, creating brand preferences, driving increased sales, attracting reliable partners who have great concern for changing people's behavior and can have a real impact on social change. Green product innovation is measured by developing new technologies, new applications in the form of products and services, and developing new markets. Five indicators measure brand image: the product's characteristics, a quality product, a unique and preferred image, available in variations/types, and the product has a positive image in the public's eyes. Finally, purchasing decision is measured by the stability of a product, providing recommendations to others, and prioritizing product purchases. All statements in the questionnaire measure with a 5-point Likert scale ranging, 1 for strongly disagree to 5 for strongly agree.
The population in this study are consumers who buy go green products in Central Java. The sample size calculation uses an alternative formula because the size of the population is not known with certainty (Ferdinand, 2014). Based on the results of calculations with a margin of error is 7.5%, the number of research samples was rounded to 150 respondents. Sampling was done by purposive sampling with the criteria that they are domiciled in SEPTEMBER 2021
The research data collection was carried out for three months, starting in November 2019 and finishing in February 2020. Researchers distributed 200 sets of questionnaires to target respondents according to the sample criteria using the snowball method. To reduce weaknesses such as the subjectivity of respondents' answers, researchers emphasized the seriousness of respondents in answering research instruments. The results of distributing questionnaires showed that 155 questionnaires were returned, with the effective response rate for this study was 77.50%. Based on the examination results, 15 questionnaires were not suitable for use because the answers were incomplete or other considerations. Finally, 140 questionnaires deserve to be analyzed.
The method of data analysis is done by using inferential statistics with path analysis. Before testing the variable relationships, analysis is carried out of the validity and reliability and passes the classi-cal assumptions test. The regression equation can be written as follows: Information: Y1: Brand image; Y2: Purchase decision; X1: Green marketing; X2: Corporate social marketing; X3: Green product innovation; : Regression coefficient.
The test of the role of brand image mediation was carried out using the Sobel Test (Ghozali, 2018). If the indirect t-test value is more than 1.64 (t-test value with a significant value of 0.05), it is concluded that the role of mediation is proven. Calculations for mediation significance use the Sobel Test Calculator.

RESULTS
This study uses primary data. After the research data is collected, it is processed using the SPSS version 22 software. Figure 1 is the resulting path analysis diagram, while the results of calculations about the relationship between variables are summarized in Table 1. The results of testing the relationship between variables in Figure 1 and Table 1 show that all pathways have positive coefficients, with the t-count above 1.96 and a probability value less than 0.05. Thus, there is a significant positive effect of green marketing, corporate social marketing, and green product innovation on brand image. The following results explain that green marketing, corporate social marketing, green product innovation, and brand image significantly affect purchasing decisions.
Based on Table 1, the coefficient of determination of brand image obtained a value of 0.496, which means that the brand image can be explained by green marketing, corporate social marketing, and green product innovation by 49.6%. Furthermore, the coefficient of determination of purchase decisions is 0.777, which means that purchasing decisions can be explained by green marketing, corporate social marketing, green product innovation, and brand image of 77.7%. In contrast, the rest is explained by other variables not observed in this study.
The results of the Sobel test between green marketing on purchasing decisions with the brand image as an intervening variable in Table 2 obtained the statistical Sobel test of 1.622. In contrast, the two-tailed probability obtained a significance value of 0.104 > 0.05. Thus, brand image cannot be an intervening variable between green marketing and purchasing decisions. Thus the increasing green marketing strategy implemented by the company can only influence purchasing decisions, not necessarily through the brand image. Another result is the statistical Sobel test value of 4.383 with a two-tailed probability of 0.000 <0.05, which can be concluded that brand image can be an intervening variable between corporate social marketing and purchasing decisions. Table 2 shows that the value of the Sobel test statistic is 2.202, while the two-tailed probability has a significance of 0.027 <0.05. From this explanation, it can be concluded that brand image can be an intervening variable between green product innovation and purchasing decisions.

Effect of Green Marketing on Brand Image
The implementation of green marketing can bring better changes in increasing brand image. It can be interpreted that the more the green market- ing strategy can be appropriately implemented. The consumer awareness of their rights to get environmentally-friendly products will increase to increase the brand's positive image. That is reinforced by Putripeni (2014), that marketing based on environmental sustainability is a new development in the marketing sector and is a potential opportunity and strategy that can improve the company's image.
The results of this study provide evidence that a positive image of a brand will increase if the level of consumer awareness to make purchases on environmentally-friendly products will benefit consumers and environmental improvements. The existence of effective marketing programs will influence consumer interest in using the product because it can provide benefits for skin health. Moreover, if the products produced can improve environmental quality, it will certainly increase a positive image for consumers. T his research is in line with Setyaningrum and Madiawati (2017) and Desanto et al. (2018), that green marketing has a positive effect on brand image. The research results by Santoso and Ardani (2017) and Rambing et al. (2015) also showed that green marketing plays a major role in increasing brand image.

The Influence of Corporate Social Marketing on Brand Image
The results show that the existence of corporate social marketing that the company carries out can bring about changes in increasing the brand image of consumers. The higher the company's responsibility in implementing campaigns to change people's behavior using environmentally friendly products, the higher the brand's positive image. The statement reinforces this by Coombs and Holladay (2011), which stated that one of the strategic aspects of implementing corporate social marketing is increasing the company's image to the public.
The consumer image will increase if it is supported if the go green product can support good brand positioning. That means that the product is well-positioned as a safe product to use and is environmentally friendly. For the company, it is essential that the product offered is safe and comfortable to wear so that the positive image of the product brand will increase. The ability to create brand preferences is needed to become the main choice of consumers. That is because the many choices offered about environmentally-friendly products will further enhance the positive image of consumers. In increasing sales, it is essential to provide information about marketing programs related to products made from natural ingredients that do not have a negative impact on the skin so that they can add a positive image. Moreover, if the promotion is carried out according to the product's reliable capabilities, it will certainly increase the high positive image of consumers.
Businesses based on environmentally-friendly products need to be highly concerned about changing the behavior of people who are accustomed to using products made from chemicals that need to be given information to the public, namely by providing socialization in increasing people's knowledge in using products made from natural ingredients. The deep concern of the company is to change people's behavior to increase a positive image. If the programs delivered can change consumers' changes, it will add to the positive image of a product brand. This research is in line with the findings by Susanto (2009), Ardianti et al. (2008, and Susilo (2014) that programs related to corporate social marketing and sponsorship can be used as a strategic means of forming a positive image of a company and will also be able to improve the company's reputation. The research showed that corporate social marketing has a positive effect on the company's brand image.

The Influence of Green Product Innovation on Brand Image
The test results showed that the innovation made by the company on green products would bring better changes in increasing the brand image for consumers. The more companies can innovate on environmentally-friendly products, the more positive their image of the brand. This statement is reinforced by Bharadwaj et al. (1993). The company's ability to continue innovating its products will keep these products according to customer wants and needs so that innovative products will increase a positive image. This study supports Pradnyandana and Yasa (2017) and Siswanto (2010), that environmentallyfriendly innovation has a positive effect on brand image and has a positive and significant effect on product excellence. Likewise, the research by Yazdanifard and Mercy (2011), that green product innovation affects brand image.

The Effect of Green Marketing on Purchasing Decisions
The test results showed that a green marketing strategy carried out by the company will bring better changes in improving purchasing decisions. The more the green marketing strategy can be appropriately implemented, the more consumer awareness of their rights to get environmentally-friendly products will increase, so that will increase the purchasing decision. Marketing based on environmental sustainability is a new development in the marketing field. It is a potential opportunity and strategy with a multiplier effect, both business people and the user community in attracting consumers' attention to make purchases.
The results of this study provide evidence that the consumer's decision to purchase for a brand if the level of consumer awareness to make purchases on environmentally-friendly products will benefit consumers and environmental improvements. The existence of effective marketing programs will influence consumer interest in using the product because it can provide benefits for skin health. Moreover, if the products produced can improve envi ronmental quality, it will certainly increase purchasing decisions for consumers. This research is in line with the findings by Boztepe (2012), Sugi and Khuzaini (2017), and Desanto et al. (2018) that green marketing has a positive effect on purchasing decisions. Likewise, the research by Azimi and Shabani (2016), Septifani et al. (2014), Balawera (2013), and Panungkelan et al. (2018) also showed the same results that green marketing has a positive effect on purchasing decisions. However, the results of this study do not support the findings by Yazdanifard and Mercy (2011) and Azimi and Shabani (2016) that green marketing does not affect purchasing decisions.

The Influence of Corporate Social Marketing on Purchasing Decisions
Corporate social marketing implemented by the company can bring even better changes to improve purchasing decisions. The higher the company's responsibility in implementing campaigns to change people's behavior in using environmentally-friendly products, it will increase purchasing decisions. Following the statement by Coombs and Holladay (2012), social marketing programs are not solely aimed at garnering material and moral benefits for the company but primarily as a means of education. Thus, the better the corporate social marketing programs, the better they can be used as a strategic tool in attracting sympathy/empathy from consumers to influence high purchasing decisions.
The environmentally-friendly business industry needs to have a deep concern in changing people's behavior who are accustomed to using chemicalbased products. It is necessary to provide information to the public, namely by providing socialization in increasing people's knowledge of using natural ingredients products that company's deep concern for changing people's behavior to improve purchasing decisions. If the programs delivered can change, changes in consumers. This research is in line with Al-Zyoud (2018) and Susilo (2014) that Corporate Social Marketing can influence purchasing decisions. Likewise with the research by Zasuwa (2017), that Corporate Social Marketing can influence purchasing decisions. However, this study is not in line with the findings by Semuel and Wijaya (2010) and Panungkelan et al. (2018) that CSM does not affect purchasing decisions.

The Influence of Green Product Innovation on Purchasing Decisions
The test results prove that making green product innovations will bring better changes in purchasing decisions, understanding that the more companies can innovate on environmentally-friendly products, the more they will improve purchasing decisions. Innovation can provide better solutions for solving problems faced by consumers, thus increasing added value. The company's green innovation has the ultimate goal of reducing the negative im-pact on the environment to attract consumers' attention to make purchase decisions. The results of this study support the findings by Pradnyandana and Yasa (2017) and Al Rasyid and Indah (2018) that environmentally-friendly innovation has a positive effect on purchasing decisions. However, the results of this study do not support the findings by Tamamudin (2012) that product innovation does not affect purchasing decisions.

The Influence of Brand Image on Purchasing Decisions
The test results show that the positive image of a person towards the brand will certainly bring better changes in increasing purchasing decisions. The more positive the image of the consumer towards the brand of a product, the more it will increase the purchase decision. Consumer decisions will increase if green products can produce their characteristics in terms of quality products. In this case, the quality of the product must be better than other products. Especially if the product can make a difference after using it, of course, many consumers will like it. Environmental-based business management needs to continue to innovate the green products it issues if it wants consumer purchasing decisions to increase a positive image of a product brand. It is necessary to foster a public image so that it will further increase purchasing decisions. This research is in line with Salfina and Gusri (2018) and Windiana et al. (2020) that brand image positively influences purchasing decisions.

CONCLUSIONS
Based on the test results, it can be concluded that green marketing, corporate social marketing, and green product innovation positively influence the brand image. That means that more green marketing strategies can be appropriately implemented, so the company's responsibility in implementing campaigns to change people's behavior in using environmentally-friendly products. The company can innovate environmentally-friendly products, which will further increase the brand's positive image.
Based on the results obtained from the study, this research-based also concludes that green mar-keting, corporate social marketing, green product innovation, and brand image positively influence purchasing decisions. This condition explains that brand image can be a mediating role of green marketing factors on consumer decisions to make purchases of these brands.

IMPLICATIONS
This study proved the important role of green marketing in enhancing brand image and consumer decisions. This finding follows the Theory of Reason Action, the best predictor of intention to purchase environmentally friendly products (Vazifehdoust et al., 2013). It is also in line with the marketing mix, which is expanded with the Theory of Planned Behavior that the presence of green marketing is a company to win the sympathy of the market or consumers (Manongko, 2018). The results of this study are in line with a previous study that explains Green marketing is a strategic marketing approach to get opportunities to reach markets that care about the environment, have a positive impact on purchasing decisions (Alamsyah et al., 2021). The study states that environmentally friendly customer behavior needs to be a concern in environmentally friendly marketing strategies by manufacturers for marketed products (Kusnandar and Rinandiyana, 2017).
The study found that corporate social marketing has a positive effect on consumer decisions through brand image. These results are consistent with the concept of social marketing (Kotler and Keller, 2009) that marketers are required to incorporate social and ethical considerations into their marketing practices. Marketing believes that many customers are looking for signs of the company's social concern in improving people's welfare as a basis for purchasing decisions. This study is in line with Suki et al. (2016) that corporate social responsibility is an antecedent of product purchase intentions. Consumers develop positive green marketing awareness based on evolving environmental knowledge.
The research findings indicate that the better the green product innovation, the higher the consumer purchasing decision. Following the theory of

The Influence of Green Marketing Strategy on Purchasing Decision with Mediation Role of Brand Image
Natural resource-based view as the foundation of green marketing (Kumar, 2015), commitment to the natural environment has motivated companies to develop innovative ways to carry out social and environmental responsibility. Innovation in developing green products results in competitiveness for a competitive position in the market. Ottman et al. (2006) stated that green marketing aims to improve environmental quality and customer satisfaction. Laroche et al. (2001) stated that attitudes towards environmental issues and green products determine the level of consumers' willingness to pay more for environmentally friendly products. Consumers are willing to pay more for environmentally friendly products. They compared to products that pollute the environment (Boztepe, 2012).
The research result confirms green marketing strategy as an effort to improve consumer decisions. The practical implication of this study is that marketers need to consider green marketing in their strategy so that consumers who have environmental awareness will decide to buy the products offered. Consumers' mindsets and consumption patterns that prioritize environmental concerns require companies to pay attention to consumer behavior that applies environmental insight.

LIMITATIONS
This study has a limitation: using cross-sectional data that results in the relationship between the constructs being tested is a brief overview at one particular time. That has better implications if the study is carried out with longitudinal times. Another limitation is that this study does not address all dimensions of the holistic marketing concept.

RECOMMENDATIONS
Many other variables influence brand image and purchasing decisions that have not been considered in this study. Future studies should add other research variables, such as perceived quality, product involvement, market orientation, and others, to improve the results.