The Influence of Green Marketing and Corporate Social Responsibility with Intervening Variable Brand Image on Purchase Intention of Local Skincare in Indonesia

This study investigates the influence of Green Marketing and Corporate Social Responsibility on consumers' purchase intention of Indonesian local skincare, with Brand Image as a mediating variable. As consumer awareness of environmental and social issues increases, companies are required to adopt sustainable practices to build strong relationships with their customers. Sensatia Botanicals, a local Indonesian skincare brand, integrates eco-friendly products and social responsibility initiatives into its business strategy, making it a relevant case for this study. A quantitative research method using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software was employed to analyze data from 400 respondents. The findings reveal that both GM and CSR have significant direct effects on purchase intention. Additionally, Brand Image plays a mediating role, strengthening the relationship between GM, CSR, and purchase intention. The model achieved an$\mathrm{R}^{2}$value of 0.603 for Brand Image and 0.765 for Purchase Intention, indicating moderate to high explanatory power. These results highlight the importance of integrating sustainable marketing strategies and CSR practices to enhance brand image and drive consumer behavior. The study provides theoretical contributions to sustainable marketing literature and practical implications for businesses aiming to improve customer engagement through ethical branding.