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The objectives of this study are: (1) to analyze the motivation of elderly individuals to remain employed in the agricultural sector; (2) to examine the simultaneous and partial effects of elderly health, work experience, age, and income outside the agricultural sector on the working hours of the elderly in agriculture; and (3) to analyze the moderating role of income outside the agricultural sector in the relationship between elderly health and the working hours of elderly individuals in the agricultural sector in Buduk Village, Mengwi District. This study employed a quantitative, associative approach conducted in Buduk Village, with a sample size of 100 elderly individuals aged 60 and above. The sampling method used was non-probability sampling, including accidental sampling, snowball sampling, and purposive sampling techniques. Data were collected through observation, structured interviews, and in-depth interviews. The data were analyzed using moderation regression analysis and processed with the assistance of SPSS software. The results of the study indicate that: (1) the primary motivation for elderly individuals to continue working is the absence of others to manage their agricultural land; (2) the variables of elderly health, work experience, and income outside the agricultural sector have a negative and significant effect on the working hours of the elderly in agriculture, while the age variable has a negative but insignificant effect; (3) income outside the agricultural sector serves as a pseudo-moderating variable in the relationship between elderly health and their working hours in the agricultural sector in Buduk Village. The implications of these findings highlight the need for policies that support improving the quality of life of the elderly and empowering them economically through alternative income sources that do not rely heavily on physical labor.

Competition in the local culinary business is getting tougher as consumer behavior shifts, placing greater emphasis on product quality and social media recommendations. Nasi Uduk Pemuda, located in Doko Village, Kediri Regency, leverages brand trust, distinctive flavors, and promotions through social media influencers to drive consumer purchasing decisions. This study aims to analyze the influence of brand trust, flavors, and social media influencers on consumer purchasing decisions. The method used in this study is quantitative, with a survey of consumers who have purchased Nasi Uduk Pemuda products. The sample size was calculated using the Slovin formula. Data were analyzed using SPSS 29 through several tests, such as validity, reliability, classical assumptions, multiple linear regression, t-test, f-test, and coefficient of determination (R²). The t-test results indicate that brand trust and flavor have a significant positive influence on consumer purchasing decisions. On the other hand, the influence of social media influencers on purchasing decisions is positive, but not significant. The f-test shows that simultaneously, the three variables significantly influence purchasing decisions, with an R² value of 0.669. This means that 66.9% of the variation in purchasing decisions can be explained by brand trust, taste, and the influence of social media influencers, while the remainder is influenced by other factors not examined in this study. In conclusion, maintaining brand trust, ensuring consistent taste quality, and leveraging promotions through social media influencers remain important strategies in improving consumer purchasing decisions. Nasi Uduk Pemuda needs to continue to maintain and develop these three elements to remain competitive in an increasingly dynamic market.

This study aims to determine the effect of brand image, product, and promotion on purchasing decisions among members of the Merah Putih Village Cooperative in Candiroto, Kendal District, Kendal Regency. The research uses a quantitative associative approach with a sample of members from the Merah Putih Village Cooperative in Candiroto, Kendal. The sampling method used is saturated sampling, with a total of 127 respondents. The independent variables in this study are brand image, product, and promotion, while the dependent variable is purchasing decisions among cooperative members. Data analysis in this study involves instrument testing, classical assumption testing, and hypothesis testing using multiple regression with SPSS. The results show that, partially, brand image does not have a significant effect on purchasing decisions. This is evidenced by the t-count value of 0.758, which is greater than the t-table value of 0.1743, and the significance value of 0.450, which is greater than the significance level of 0.05. Product, in turn, does not significantly affect purchasing decisions with a t-count value of -1.708, which is smaller than the t-table value of 0.1743, and a significance value of 0.090, which is greater than the significance level of 0.05. However, promotion has a positive and significant effect on purchasing decisions. This is shown by a t-count value of 10.616, which is greater than the t-table value of 0.1743, and a significance value of 0.000, which is smaller than the significance level of 0.05. Simultaneously, brand image, product, and promotion have a positive and significant effect on purchasing decisions, with an F value of 40.432, which is larger than the F-table value of 0.1743, and a significance value of 0.000, which is smaller than the significance level of 0.05. The results indicate that promotion is the most influential factor in the purchasing decisions of cooperative members.

Human resource management is a branch of management science that specifically focuses on managing interactions between individuals in a company or institution. Employee management is a challenge in itself, because each individual brings different characteristics, potentials and backgrounds. This study aims to determine the influence of leadership style and organizational culture on employee performance. In this study, the researcher used quantitative statistical analysis, multiple linear regression analysis and determination coefficient analysis with the help of IBM SPSS software version 21. The sample used in this study was a saturated sample of 40 employees. The results of this study were obtained using the t-test that leadership style partially had a positive and significant effect on employee performance with a significance level of 0.018 < 0.05 and the t-test results were 2.477 > 2.026. Organizational culture partially had a positive and significant effect on employee performance with a significance level of 0.001 < 0.05 and the t-test results were 3,530 > 2.026. Leadership style and Organizational culture simultaneously have a positive and significant effect with a significance level of 0.000 < 0.05 and the F test results are 12,692 > 3.25 on employee performance.

This study investigates the correlation between mental health and turnover intention among working students at STIE IBMI Medan who fulfill dual roles as both students and employees. These individuals are particularly vulnerable to psychological stress arising from academic responsibilities and workplace demands. The objective of this research is to examine the influence of mental health on their tendency to resign from their jobs. An associative quantitative research method was adopted, with data collected through structured interviews involving 71 respondents. The analysis was conducted using simple linear regression via the SPSS application. The findings reveal that mental health has a significant negative effect on turnover intention, with a significance value of 0.001. This suggests that students who experience better mental health are less likely to consider leaving their jobs. The coefficient of determination (R Square) is 14.6%, indicating that mental health explains 14.6% of the variation in turnover intention. The remaining 85.4% may be attributed to other contributing factors, such as high work pressure from supervisors, poor work-life balance, financial stress, inflexible schedules, and lack of organizational support. The implication of these results is that efforts to support and maintain the psychological well-being of working students are essential for reducing employee turnover. Educational institutions and employers should collaborate to create supportive environments through counseling services, flexible scheduling, mental health awareness programs, and policies that accommodate the dual responsibilities of student workers. By addressing these mental health concerns, institutions can improve student performance and job retention simultaneously. This study highlights the importance of integrating mental health strategies in workforce and academic management, especially for populations that manage competing academic and professional obligations.

This study aims to determine the influence of psychological factors—specifically motivation, trust, and attitude—on the repurchase decisions of beauty products among students of the Faculty of Economics at KH. A. Wahab Hasbullah University (UNWAHA), Jombang. The research focuses on Oriflame beauty products purchased through the Shopee e-commerce platform, as these products are widely used by students for personal care and beauty needs. The research employs a quantitative associative method, which is used to identify and explain the correlation between independent variables (motivation, trust, and attitude) and the dependent variable (repurchase decision). The population in this study consists of students from the Faculty of Economics at UNWAHA who have previously purchased Oriflame products. Data were collected through questionnaires and analyzed using SPSS 26 software. The analysis includes validity tests, reliability tests, classical assumption tests, and hypothesis testing through partial (t-test) and simultaneous (F-test) analyses. The results of the F-test indicate that motivation, trust, and attitude simultaneously have a positive and significant effect on students' repurchase decisions. This suggests that psychological factors play an important role in influencing consumer behavior, particularly in the context of online beauty product purchases. The findings of this research contribute to the understanding of consumer behavior among young adults in the digital marketplace and provide valuable insights for marketers and beauty product companies to develop targeted strategies that strengthen consumer motivation, build trust, and foster positive attitudes toward products. These elements are crucial in enhancing customer loyalty and increasing repurchase rates in competitive e-commerce environments.

This study aims to determine the effect of the use of Word Search Puzzle media on English vocabulary mastery in grade IV students at MIS Nurul Hidayah Medan for the 2024/2025 academic year. Vocabulary mastery is an important aspect of learning English, as it is the basis for language skills such as reading, writing, speaking, and listening. In an effort to improve students' vocabulary skills, innovative, interesting, and interactive learning media is needed. One of the media used in this study is Word Search Puzzle, which is a game to find words in a letter box that can stimulate students' interest in learning and make it easier for them to recognize and remember new vocabulary. This study uses an experimental method with a One-Group Pretest-Posttest Design. The sample in this study is all fourth grade students of MIS Nurul Hidayah Medan, which totals 19 people. The research instrument was in the form of a multiple-choice test of 20 questions that measured students' English vocabulary mastery before and after treatment. The data was analyzed using the Paired Sample T-Test statistical test with the help of SPSS software. The results of the study showed a significant increase in the average score of students, from 55.26 in the pretest to 82.36 in the posttest. The hypothesis test showed a significance value of 0.000 (sig < 0.05), which means that Ho was rejected and Ha was accepted. Thus, it can be concluded that the use of Word Search Puzzle media has a significant influence on improving the English vocabulary mastery of grade IV students. These findings indicate that game-based learning media can be an effective strategy in English learning at the elementary school level.

The rise of social media, particularly TikTok, has significantly influenced teenagers, including high school students in modern educational settings. Beyond entertainment, TikTok is increasingly used as a source of educational content that can impact students' mindset and learning motivation. However, the effects—both positive and negative—of TikTok on learning motivation require deeper investigation and critical pedagogical understanding. This study focuses on two main questions: (1) Is there an influence of TikTok social media on the learning motivation of grade X students at MAN Kota Blitar? and (2) How significant is the influence? Using a quantitative experimental research method, the study involved 91 tenth-grade students as the sample. Data were collected through observations, questionnaires, and documentation, and analyzed using hypothesis testing with SPSS 24. The results show a significance value of 0.015, indicating that TikTok has a statistically significant influence on students' learning motivation. According to Cohen’s effect size, TikTok’s impact accounts for 25.46% of students’ motivation levels. This suggests that TikTok can be an effective educational tool when used responsibly, as its engaging format may boost students’ enthusiasm for learning through entertaining yet informative content. However, the platform also poses risks, such as decreased motivation due to excessive non-educational use. Therefore, it is essential for schools and parents to provide guidance and supervision to ensure that students benefit from TikTok in a way that enhances, rather than hinders, their learning process. The study concludes that the thoughtful integration of social media into educational strategies holds promise, provided that proper boundaries are maintained.

This study aims to analyze the role of mental health as a moderation variable in the relationship between work facilities and employee job satisfaction. Adequate work facilities are generally thought to be able to increase job satisfaction, but these effects can vary depending on the individual's psychological condition, particularly mental health. This research is motivated by the importance of a holistic approach in human resource management, which includes both physical and psychological aspects of the work environment. The research method used was a quantitative approach with survey techniques to 150 respondents working in the public service sector in urban areas. The data collection instrument was in the form of a closed questionnaire with a Likert scale, and hypothesis testing was carried out through moderation regression analysis using the help of SPSS software. The results of the study show that work facilities have a positive and significant influence on employee job satisfaction. In addition, it was found that mental health played a significant role as a significant moderation variable in the relationship. This means that the influence of work facilities on job satisfaction becomes stronger or weaker depending on the level of mental health possessed by employees. These findings underscore the importance of organizations not only focusing on improving physical work facilities, but also paying attention to and managing employees' mental health as an integral part of strategies to improve well-being and work productivity. Interventions such as counseling programs, work-life balance, and stress management training need to be considered as part of the organization's policies. This research makes a theoretical contribution in enriching the understanding of the role of psychological variables in job satisfaction dynamics, as well as a practical contribution to management in designing a healthier and more productive work environment.

This study aims to determine the influence of intellectual capital, company age, company size, and managerial ownership on firm value, with Good Corporate Governance (GCG) acting as a moderating variable. In addition to analyzing the overall effect of each variable, this study also divides the analysis into three distinct periods: the normal period, the pandemic period, and the recovery period. The population of the study includes companies in the hotel, restaurant, and tourism sub-sectors listed on the Indonesia Stock Exchange (IDX) during the period of 2018 to 2022. The sample was selected using purposive sampling, resulting in a total of 24 companies with 120 observations analyzed. To test the hypotheses and analyze the data, this study employed the Statistical Product and Service Solutions (SPSS) software version 25. The results indicate that intellectual capital and company age do not have a significant effect on firm value. In contrast, company size and managerial ownership were found to have a significant influence on firm value, suggesting that larger companies and those with higher levels of managerial ownership tend to have stronger firm value. Furthermore, Good Corporate Governance (GCG), when tested as a moderating variable, did not significantly strengthen the relationship between intellectual capital and firm value. When viewed across the three time periods—normal, pandemic, and recovery—intellectual capital, company age, managerial ownership, and the moderating effect of GCG consistently showed no significant influence on firm value. However, the study reveals a notable exception in the case of company size. During both the pandemic and recovery periods, company size was shown to significantly affect firm value. This suggests that during periods of crisis and recovery, firm size plays a more crucial role in maintaining or increasing firm value, possibly due to greater resources, resilience, and operational capacity possessed by larger firms.

This study aims to determine how much influence leadership style and work environment have on employee performance at Company X. In this study, the method used is quantitative with data collection through questionnaires measured with a Likert scale. The sampling technique used is saturated sampling technique, where the entire employee population is sampled in this study. Data analysis was carried out using validity and reliability tests, as well as classical assumption tests such as linearity tests, hypothesis tests, and multiple linear regression, with the help of SPSS 26 software. The results of the analysis show that the leadership style variable has a significant effect on employee performance. This is evidenced by the calculated t value of 4.753 which is greater than the t table of 1.663, indicating a partial influence of leadership style on employee performance. Likewise, the work environment variable also has a significant effect on employee performance, with a calculated t value of 3.619 which is greater than the t table of 1.663. Analysis using the F-test shows that leadership style and work environment together have a significant influence on employee performance, with a calculated F-value of 12.823, which is greater than the F-table of 3.108, and a significance value of 0.000, which is less than 0.05. Based on the results of this study, it can be concluded that leadership style and work environment have a significant influence on employee performance at Company X. Therefore, the company needs to pay attention to both factors to improve employee performance.

This study examines the influence of store atmosphere, service quality, word of mouth (WOM), and price perception on consumer purchasing decisions at Cahya Busana's Canggu branch, a local Balinese MSME specializing in high-quality traditional Balinese clothing for men, women, and children. With an increasing demand for traditional attire, understanding the factors that influence consumer decisions is vital for business growth. The study targeted consumers who had purchased traditional clothing at the Canggu branch, using non-probability sampling to select 110 respondents. The data analysis was conducted through multiple linear regression, assisted by SPSS software, to evaluate the relationship between the independent variables (store atmosphere, service quality, WOM, and price perception) and the dependent variable (consumer purchase decisions). The findings indicate that all four factors—store atmosphere, service quality, WOM, and price perception—positively and significantly impact consumers’ purchasing decisions. Specifically, a pleasant store atmosphere, high-quality service, positive word-of-mouth recommendations, and favorable price perception were found to enhance consumers' likelihood of purchasing traditional Balinese clothing. The results suggest that MSMEs, particularly in the traditional clothing sector, can leverage these factors to boost consumer confidence and drive sales. This study contributes valuable insights for businesses aiming to improve their purchasing processes by focusing on these key variables to increase consumer satisfaction and decision-making. By understanding these influences, Cahya Busana and similar businesses can optimize their strategies to attract and retain customers, ultimately improving their market position.

This study aims to examine the influence of academic stress and self-regulation on academic procrastination among students at SMK Negeri 48 Jakarta. Academic procrastination is a behavior commonly observed among vocational students who are required to balance both theoretical learning and practical skills development. The research employed a quantitative approach using a correlational survey method. A total of 289 students from tenth and eleventh grades, representing six vocational programs, were selected through proportional random sampling. Data were collected through structured questionnaires utilizing a Likert scale and analyzed using multiple linear regression with SPSS version 22. The findings of this study revealed that academic stress has a positive and significant effect on academic procrastination, with a regression coefficient of 0.224 and a t-value of 8.668 (p < 0.05). This indicates that higher levels of academic stress are associated with greater tendencies to procrastinate. In contrast, self-regulation was found to have a negative and significant effect on academic procrastination, with a regression coefficient of -0.351 and a t-value of 7.943 (p < 0.05), suggesting that students with stronger self-regulation skills are less likely to engage in procrastination. Furthermore, the simultaneous influence of academic stress and self-regulation on academic procrastination was significant, as evidenced by an F-value of 64.765 (p < 0.05). The coefficient of determination (R²) was 0.644, indicating that 64.4% of the variance in academic procrastination can be explained by the two independent variables. These results underscore the critical role of stress management and the development of self-regulation abilities in mitigating academic procrastination among vocational school students. Educational interventions focused on reducing stress levels and enhancing self-regulatory behaviors may serve as effective strategies to promote better academic outcomes and reduce counterproductive procrastination habits.

Profitability is one of the key indicators in assessing a company's ability to generate profits and plays a crucial role in financial decision-making. According to the pecking order theory, companies with high profitability tend to prefer using internal funds and reduce reliance on debt. This study aims to analyze the effect of profitability on debt policy, as well as to examine the role of dividend policy as a moderating variable in this relationship. The study employed Slovin’s formula for sample selection and analyzed 263 non-financial publicly listed companies on the Indonesia Stock Exchange (IDX) in 2023. The data used in this research were secondary data obtained from annual financial reports published on the official website of the IDX or the respective company websites. Profitability was measured using return on assets (ROA), debt policy was measured by the debt-to-equity ratio (DER), and dividend policy was measured by the dividend payout ratio (DPR). The analytical method used in this study was multiple linear regression analysis with the help of the SPSS software. The results indicate that profitability has a negative effect on debt policy, meaning that the more profitable a company is, the less likely it is to depend on debt financing. Additionally, the findings suggest that dividend policy does not significantly moderate the relationship between profitability and debt policy. This implies that whether a company distributes dividends or not does not meaningfully influence how profitability affects its debt decisions. These results are in line with the pecking order theory and provide insight for corporate financial managers in planning funding structures. It also emphasizes the importance of internally generated funds for companies with strong earnings performance.

This study was conducted with the aim of evaluating the extent to which sand quality influences consumer purchasing decisions in the sand mining area located in Kalicilik Hamlet, Candirejo Village, Blitar Regency. The background of this research is based on the fact that in the construction and development sector, the quality of building materials is a very crucial factor. Sand, as one of the main components in construction, plays a vital role in determining the final outcome of a construction project. Therefore, the quality of the sand used is a primary consideration for consumers in choosing a location or sand seller. This study applies a quantitative approach using a survey method as a data collection technique. Respondents in this study consisted of 74 consumers who actively make purchases at the sand mining location. Data were obtained through the distribution of questionnaires containing questions related to consumer perceptions of sand quality and their decisions in making purchases. The collected data were then analyzed using simple linear regression analysis techniques run with the help of SPSS software. The results of the analysis indicate a highly significant relationship between sand quality and consumer purchasing decisions. This is demonstrated by the coefficient of determination (R²) of 0.540, meaning that 54% of the variation in consumer purchasing decisions can be explained by sand quality. Furthermore, the significance value of 0.000 strengthens this finding, indicating that the relationship is not a coincidence. Therefore, this study concludes that the better the quality of sand offered by the mining company, the higher the likelihood of consumers deciding to purchase. The implication of these results is that businesses in the sand mining sector need to pay special attention to the quality of the products they offer.

Livestock cultivation aims to meet the needs of animal food and improve the standard of living of farmers. Some of the factors that need to be considered in livestock cultivation include the selection of superior seeds, feed management, disease prevention and treatment, cages that meet standards, and marketing of livestock products. Livestock is one of the five agricultural subsectors where livestock is a cultivation or maintenance activity with the aim of benefiting from these activities. This study uses a type of quantitative research. The variables studied consisted of intensive maintenance costs and broiler profits. The population used in this study is all breeders in Nagan Raya Regency, each farm has different abilities and number of livestock. Therefore, the population used is all farmers with an intensive maintenance system in 5 sub-districts of Nagan Raya Regency, namely 12 chicken farmers. Because of the small number of populations, the sample in this study is the entire population. The data sources in this study consist of primary data and secondary data. In this study, quantitative analysis uses  the Statistical Product and Service Solution (SPSS) version 26 computer program, because with this program analysis can be carried out quickly, and produce more accurate outputs. And the data analysis model used in this study is a simple linear regression method. The results of this study are that intensive maintenance costs incurred by broiler farmers have a very good influence on increasing profits from farmers' crops. Because with an intensive system the growth of chickens is more uniform and the deaths that occur in broilers can be avoided.

This study aims to examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

This study aims to analyze the influence of accounting knowledge, business capital, and business length on the success of micro, small, and medium enterprises (MSMEs) in Tandes District, Surabaya City. The background of this research is based on the importance of financial management skills, sufficient capital availability, and business experience in supporting the sustainability and growth of MSMEs. This study uses a quantitative approach with primary data obtained through the distribution of questionnaires to MSME actors who are registered and domiciled in Tandes District. The sample criteria include fostered MSME actors who have been running their businesses for at least three years and marketing their own products. The number of respondents who were successfully collected in this study was 105 people. The data analysis technique used was multiple linear regression analysis with the help of SPSS software version 23.0. The results of the study show that the variables of accounting knowledge, business capital, and business duration simultaneously or partially have a positive and significant effect on the success of MSME businesses in Tandes District. Accounting knowledge helps business actors in managing finances and recording transactions systematically. Adequate business capital is an important factor in business development and increasing production capacity. Meanwhile, the length of the business reflects the accumulation of experience and practical knowledge that can improve managerial efficiency and effectiveness. Thus, these three variables have a strategic role in increasing the success of MSMEs. This finding provides an implication that MSME empowerment programs should be focused on improving accounting literacy, wider access to capital, and long-term business assistance. Local governments and related institutions can take these results into consideration in designing policies that support the sustainable growth of MSMEs.

This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.

This study aims to analyze the influence of green advertising, green packaging, and green product on the purchase decision of The Body Shop products, with customer satisfaction as an intervening variable. The background of this research is based on increasing consumer awareness of environmental issues, which drives changes in consumer preferences towards environmentally friendly products. Green marketing strategies are important in shaping a positive brand image and influencing consumer purchasing behavior. This study uses a quantitative approach with a path analysis method processed using SPSS software. The respondents in this study amounted to 100 students from the Faculty of Economics and Business, Wijaya Kusuma University Surabaya who had bought The Body Shop products. The results of the analysis show that green advertising, green packaging, and green products have a significant effect on customer satisfaction. Furthermore, green advertising and green products have also been shown to have a direct influence on consumer purchase decisions, while green packaging does not show a significant influence on direct purchase decisions. In addition, customer satisfaction has been shown to play a significant mediating variable in the relationship between green marketing variables and purchase decisions. These findings confirm that the implementation of green marketing strategies not only has a positive impact on the company's image and social responsibility, but also plays an important role in increasing customer satisfaction and encouraging consumers to make purchasing decisions. Therefore, companies are advised to continue to develop and integrate eco-friendly elements in their marketing strategies to increase competitiveness and consumer loyalty. This research also makes a theoretical contribution to the development of consumer behavior studies related to sustainable marketing, especially among the younger generation.