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This study aims to analyze the impact of Sustainable Development Goals (SDGs) 2030 on eco-literacy and green purchase behaviour from the perspective of Maqashid Syariah. Climate change and the need for sustainability highlight the importance of eco-literacy in fostering consumer environmental awareness. This research employs a quantitative method using a survey of 96 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The findings indicate that eco-literacy significantly influences the brand image and green product knowledge. These variables mediate the relationship between eco-literacy and green purchase behaviour. The results emphasize that consumers with higher levels of eco-literacy tend to prefer sustainable brands and environmentally friendly products. From the perspective of maqashid syariah, these findings align with the principles of hifz al-'aql (protection of intellect) and hifz al-maal (protection of wealth).

This study aims to analyze the effect of multi-level marketing strategy, prices, and product knowledge on purchasing decisions. This research used causal associative research with a quantitative approach. This study used observation and questionnaires as the data collection techniques. The questionnaires were distributed to 70 respondents, namely all consumers of Herbalife products at Bless Fit Club Jombang. The data analysis used descriptive_analysis, questionnaire test, classical assumption test, multiple regression analysis, analysis of the coefficient of determination and hypothesis testing. The test results show that multi-level marketing strategy and product knowledge have a positive.effect on purchasing decisions, while price does not affect purchasing decisions. The results of this study can be concluded that multi-level marketing strategy, prices, and product knowledge together have a positive effect on purchasing decisions. Herbalife needed to improve communication with consumers. One of them is about the compatibility of price with product quality so that consumers are interested in purchasing Herbalife products. In addition, Herbalife needs to optimize the multi-level marketing and product knowledge strategies that have been implemented so as to influence consumer purchasing decisions.