This study aims to determine the effect of green product and social media marketing on purchasing decisions. Environmental problems become one of the considerations for consumers to start using a green product. While social media marketing is a means for companies to who participate in social media so that later it will produce purchasing decisions. This is a study on Sensatia Botanical products. In this study using a nonprobability sampling method with a number of 100 respondents. This study found that green products have a positive and significant effect on purchasing decisions with the regression value of the green product variable is 0.614. Whereas social media marketing does not have a significant effect on purchasing decisions.

Globalization has made exports an important activity for several companies including the growing Small and Medium Enterprises (SMEs). This is observed in the wood craft SMEs which is one of the main pillars supporting the Balinese economy when the tourism sector experienced a decline during the COVID-19 pandemic. It is important to note that innovation capability is a special asset for SME to increase exports, especially when the products have value and advantages. Therefore, this study analyzed value creation through the adoption of the Service-Dominant Logic (SDL) theory which was manifested in the aesthetic-utilitarian value variable. The study population includes all the 242 woodcraft SMEs in Bali while the samples were selected using the census method and the data obtained were analyzed through the partial least squares technique. The results showed that innovation capability has a positive effect on export performance, aesthetic-utilitarian value, and positional advantage. Moreover, aesthetic-utilitarian value and positional advantage were discovered to have a positive influence on export performance and also partially mediated the relationship between innovation capability and export performance. This implies SMEs need to develop high innovation capabilities to ensure their products are superior to those of their competitors. Furthermore, the value offered also needs to be unique and in line with customer needs.

Purpose – The best eco-friendly brands are rapidly gaining a powerful reputation for their commitment to the environment. Organisations of all sizes are discovering that the present consumers need more than just the right products and services. Therefore, this study aims to analyze the effect of green brand image on the repurchase intention mediated by brand trust and attachment. Methodology – The samples were cosmetic products and herbal oil users, which applied green products in Bali, Indonesia. In this asaay, data were obtained by distributing questionnaires to 149 respondents, with the PLS model used to analyze the hypothetical results acquired. Findings – The results showed that brand image positively affected trust, attachment, and repurchase intention. The effect of this image on repurchase intention was also mediated by green trust. Based on the findings, the investment of resources helped increase trust, attachment, and repurchase intention, to enhance brand image. Originality – This study developed a strategical marketing framework, to increase the repurchase intention of green products. According to the analytical novelty, brand image indirectly affected repurchase intention through trust. This strategy encouraged customers to always perform repeated purchases from trustable companies producing environmentally friendly green products and services.

The green product is a product that is not harmful to humans and the environment, not wasteful of resources, does not produce excessive waste and involves cruelty to animals, green products must consider environmental aspects in the product life cycle so as to minimize negative impacts on nature. While social media marketing is one form of marketing using social media to market a product, service, brand or issue by utilizing audiences who participate in social media so that later it will produce purchasing decisions.In this study using a nonprobability sampling method with a number of 100 respondents. The results of this study found that green products have a positive and significant effect on purchasing decisions at PT. Sensatia Botanicals with the regression value of the green product variable is 0.614. Whereas social media marketing does not have a significant effect on purchasing decisions at PT. Sensatia Botanicals with the regression coefficient value of social media marketing variables of -0,110.