Impact of Social Media Marketing Towards Purchase Intention of Green Cosmetics in Indonesia

This research aims to find out the effect of social media and green brand knowledge on its purchase intention through attitude as intervening variable. The method used in this research is quantitative method, by using nonprobability sampling - purposive sampling technique and multiple regression analysis. Researchers spread questionnaires to 211 respondents and use path analysis to determine the influence between variables. The results of this research are significantly: social media affect attitude, green brand knowledge affect attitude, attitude doesn't affect green cosmetics purchase intention, social media doesn't affect green cosmetics purchase intention, green brand knowledge affects green cosmetics purchase intention, social media doesn't affect green cosmetics purchase intention through attitude, and green brand knowledge doesn't affect green cosmetics purchase intention through attitude.