ABSTRACT
Green marketing is a marketing strategy that puts forward the concept of green marketing and prioritizes the sustainability of the environment as a social responsibility. In beating the competition, a company must have the right strategy in marketing its products. Innisfree is a beauty product that promotes natural conservation in every business process. This research used a quantitative approach, which aims to understand and analyze whether the green marketing mix simultaneously and partially influences the consumer decision to purchase Innisfree products at VPJ Bandung. The strategy of the green marketing mix in this research consists of the following variables: Price, Product, Place, and Promotion. Data in the study were collected through questionnaires distributed to consumers visiting the Innisfree VPJ outlet. Sampling using nonprobability technique and accidental sampling with a sample size of 100 respondents was carried out. The method of data analysis technique used in this research is multiple regression analysis. The results showed that the green marketing mix simultaneously and partially influences the purchase decision of Innisfree products in theInnisfree PVJ Bandung outlet based on the F test value of 5.592 > f table of 2.47.
