PERAN CITRA MEREK MEMEDIASI PENGARUH DAYA TARIK IKLAN TERHADAP NIAT BELI PRODUK HIJAU <i>SENSATIA BOTANICALS</i>

Pola konsumsi masyarakat kini dipengaruhi oleh kesadaran terhadap lingkungan, sehingga memicu minat terhadap produk ramah lingkungan. Sensatia Botanicals, merek perawatan kulit hijau asal Bali, berhasil menjadi merek yang paling dikenal, bahkan berekspansi ke pasar internasional. Studi ini bertujuan menguraikan peran citra merek guna memediasi pengaruh daya tarik iklan terhadap niat beli. Penelitian ini dilaksanakan di Kota Denpasar dengan melibatkan 120 responden, melalui metode survei, menggunakan kuesioner secara daring dan luring. Penentuan sampel dengan metode non probability sampling teknik purposive sampling. Hasil penelitian menyatakan seluruh hipotesis diterima. Daya tarik iklan ada pengaruh positif juga signifikan terhadap niat beli. Daya tarik iklan ada pengaruh positif juga signifikan terhadap citra merek. Citra merek ada pengaruh positif juga signifikan terhadap niat beli. Citra merek memediasi secara parsial pengaruh daya tarik iklan terhadap niat beli produk perawatan kulit hijau Sensatia Botanicals di Kota Denpasar". Implikasi studi mendukung hierarchy of effect model dan menekankan pentingnya penyampaian iklan yang kreatif dalam membentuk citra merek untuk mendorong niat beli.     Contemporary consumer behavior, driven by environmental awareness, boost demand for eco-friendly products. Sensatia Botanicals, a Bali-based skincare brand, offers green skincare solutions and has expanded globally. This study examines how brand image mediates effect of advertising appeal on purchase intention. This study was carried out in Denpasar City, involving 120 respondents selected purposively through a non-probability sampling technique. Data were gathered using both online and offline questionnaires, then analyzed using path analysis. The findings indicate that all proposed hypotheses are accepted. Advertising appeal positively and significantly influences purchase intention, as well as brand image. Additionally, brand image has a positive and significant impact on purchase intention. Furthermore, brand image partially mediates the relationship between advertising appeal and purchase intention for Sensatia Botanicals. The study suggests that the findings align with the hierarchy of effects model, emphasizing that creative advertising have a crucial role in shaping a strong brand image and enhancing consumers' purchase intentions.