The Influence of Consumer Preference, Brand Value, Product Innovation, and Green Brand on the Willingness to Pay Premium Green Product: Studyat Beauty Clinic Brand in Indonesia

The purpose of this study is to investigate and analyse the influence of consumer preference towards the brand value, the influence of product innovation towards the green brand, the influence of brand value towards the willingness to pay and to analyse the influence of green brand towards the willingness to pay. The population in this study is the consumers of Beauty Clinic in Indonesia. Samples taken in this study were some consumers of Beauty Clinictotalling 200 respondents. Analysis of the data in this study used SEM-AMOS method. The results of this study showed that consumer preference has asignificant positive effect on brand value, product innovation has a significant positive effect on green brand, brand value has a significant positive effect on willingness to pay, and green band has a significant positive effect on willingness to pay.