THE ROLE OF BRAND IMAGE IN MEDIATING THE INFLUENCE OF GREEN MARKETING ON PURCHASE INTENTION OF FORE COFFEE IN DENPASAR

ABSTRACT : As urban mobility and lifestyle continue to evolve, coffee shops have become more than just places to enjoy coffee; they now serve as part of a modern lifestyle. According to the United States Department of Agriculture (USDA), coffee consumption in Indonesia is projected to increase to 4.8 million bags in the 2024/2025 period, up from 4,45 million in 2020/2021. Fore Coffee is one of the emerging coffee brands in Indonesia that applies green marketing strategies, focusing on sustainability and environmental awareness in both products and business operations. This study aims to examine the mediating role of brand image in the relationship between green marketing and purchase intention toward Fore Coffee products. The research was conducted on potential consumers in Denpasar City who are aware of Fore Coffee but have never made a purchase. The sample consisted of 140 respondents selected using purposive sampling. Data were collected through online and offline surveys in January 2025 and analyzed using path analysis, classical assumption testing, Sobel test, and Variance Accounted For (VAF) with SPSS 250. The results show that green marketing has a positive and significant effect on purchase intention. Similarly, brand image also has a significant positive influence on purchase intention. Furthermore, brand image significantly mediates the relationship between green marketing and purchase intention. The findings suggest that Fore Coffee should continue to strengthen its green marketing initiatives and build a strong, positive brand image to increase purchase intention among potential consumers.

KEYWORDS : Green Marketing, Brand Image, Purchase Intention