ABSTRAK Khorry Syienergy Tatasantama, 1910412120015, 2023. Pengaruh Green Marketing dan Brand Image Terhadap Keputusan Pembelian Starbucks Di Kota Banjarmasin, Di bawah bimbingan Ibu Noor Hidayati. Penelitian ini bertujuan untuk menguji Pengaruh Green Marketing dan Brand Image Terhadap Keputusan Pembelian Starbucks Di Kota Banjarmasin. Penelitian ini menggunakan pendekatan kuantitatif, lokasi penelitian di pilih pada kota Banjarmasin populasi pada penelitian ini merupakan konsumen yang pernah melakukan pembelian Starbucks di Kota Banjarmasin. Tehnik sampling yang digunakan adalah non probability sampling-accidental sampling dengan perolehan sampel diambil sebanyak 100 responden. Pengumpulan data dilakukan dengan menggunakan kuisioner dan analisis data menggunakan regresi linier berganda. Hasil penelitian ini menunjukkan bahwa Green Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, dan Brand Image berpengaruh positif dan signifikan terhadap keputusan pembelian. Green Marketing dan Brand Image juga berpengaruh secara simultan terhadap keputusan pembelian. Kata Kunci: Green Marketing, Brand Image, Keputusan Pembelian

 ABSTRACT Khorry Syienergy Tatasantama, 1910412120015, 2023. The Influence of Green Marketing and Brand Image on Starbucks Purchasing Decisions in Banjarmasin City, Under the guidance of Mrs. Noor Hidayati. This study aims to examine the Influence of Green Marketing and Brand Image on Starbucks Purchasing Decisions in Banjarmasin City. This study uses a quantitative approach, the location of the study was chosen in the city of Banjarmasin, the population in this study is consumers who have made Starbucks purchases in Banjarmasin City. The sampling technique used is non-probability sampling-accidentalsampling with the acquisition of samples taken as many as 100 respondents. Data collection was carried out using questionnaires and data analysis using multiple linear regression. The results of this study show that Green Marketing has a positive and significant effect on purchasing decisions, and Brand Image has a positive and significant effect on purchasing decisions. Green Marketing and Brand Image also influence simultaneously on purchasing decisions. Keywords: Green Marketing, Brand Image, Purchase Decision