The Impact of Influencer Marketing and Online Advertising on Purchase Decisions Mediated by Green Attitude in the Green Beauty Product Sector

This study aims to explore the impact of influencer marketing and online advertising on consumer purchase decisions, with green attitude as a mediating variable in Indonesia's green beauty product sector. The methodology employed is a quantitative approach utilizing PLS-SEM analysis with purposive sampling techniques to collect data from 200 participants aged 18-45 who actively use social media and have experience with environmentally-friendly beauty products. Data collection was conducted through structured questionnaires developed based on literature review and distributed digitally using platforms such as Google Forms. This study seeks to reveal the mechanisms through which digital marketing strategies influence consumer preferences, while identifying the role of green attitude in mediating these relationships. The significance of this research lies in its contribution to understanding consumer behavior dynamics in Indonesia's rapidly developing green beauty industry. Green attitude is positioned as a psychological factor that potentially mediates the correlation between digital marketing exposure and sustainable product purchase decisions. The research findings are expected to provide theoretical contributions to enrich sustainable marketing literature, while simultaneously offering practical insights for industry practitioners in designing more effective communication strategies.