This study aims to analyze the effect of green marketing and brand awareness on consumer purchase intention of Sensatia Botanicals which is mediated by attitude. The population of this study are consumers in the age range of 15-56 years, concerned about the environment, users of any brand of skincare, have not known or have never known the Sensatia Botanicals brand with a total sample of 216 valid respondents. The analytical method used in this study is the Structural Equation Model (SEM) with Smart-PLS software. The results of the study found that green marketing had a significant effect on attitudes, as well as brand awareness. Green marketing has a significant effect on purchase intention, as well as brand awareness. Attitudes can mediate green marketing and brand awareness on purchase intention. This study suggests several recommendations for consumers to pay more attention to the skincare products they buy. This research also suggests several recommendations to Sensatia Botanicals to be able to attract more customers to buy its products.

Keywords : Green Marketing, Brand Awareness, Attitude, Purchase Intention, Skincare.