scholarly journals THE GREEN MARKETING MIX: A REVIEW OF CUSTOMERS’ BODY SHOP PURCHASE INTENTION

2019 ◽  
Vol 3 (2) ◽  
pp. 400
Author(s):  
Genoveva Genoveva ◽  
Lyliana Levina
Keyword(s):  
Marketing Strategy ◽  
Purchase Intention ◽  
Action Plan ◽  
Marketing Mix ◽  
Environmental Issue ◽  
The Body ◽  
Green Marketing ◽  
Body Shop ◽  
Purposive Sampling ◽  
The Body Shop

Industri kosmetik dan perawatan menyadari bahwa sebagian besar bahan baku dan kemasan produk terdapat kandungan bahan kimia yang dapat mencemari lingkungan.  Limbah ini berbahaya dan tidak mudah terurai, sehingga dapat mengancam keanekaragaman hayati. Permasalahan lingkungan ini telah menciptakan permintaan produk ramah lingkungan. The Body Shop adalah salah satu perusahaan yang berhasil menangkap peluang tersebut dan menerapkan strategi pemasaran ramah lingkungan untuk memenuhi harapan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran ramah lingkungan dari The Body Shop® terhadap niat pembelian konsumen. Peneliti menggunakan metode kuantitatif dengan SPSS versi 25 sebagai alat analisis regresi berganda untuk mengetahui signifikansi hubungan antar variabel. Populasi terbatas responden yang berusia 18-24 tahun dan pernah membeli dan menggunakan produk The Body Shop® dari saluran distribusi di Jakarta dalam 1 tahun terakhir. Jumlah sampel dalam penelitian ini adalah 155 responden yang diambil dengan metode purposive sampling non-probabilitas melalui kuesioner online. Para peneliti menemukan bahwa ada pengaruh yang signifikan dari aspek bauran pemasaran ramah lingkungan terhadap niat pembelian konsumen, di mana harga memainkan peran dominan dalam hubungan ini. Bauran pemasaran ramah lingkungan itu sendiri, secara keseluruhan, juga memiliki pengaruh simultan yang signifikan terhadap niat pembelian konsumen. Studi ini menghasilkan informasi yang berguna bagi The Body Shop®, pembaca, dan penelitian di masa depan untuk lebih sadar tentang masalah lingkungan dan penerapan bauran pemasaran ramah lingkungan, juga menyediakan rencana aksi untuk melaksanakan strategi pemasaran ramah lingkungan ini. Cosmetics and personal care industry is aware that most of their products’ materials, mainly the chemicals content and packaging are polluting the environment. These wastes are hazardous and not easily decomposed, thus it may threaten the biodiversity. Consequently, this environmental issue has created the demand of the enviromental friendly products. The Body Shop®  is one of the company who has successfully captured this demand and applied green marketing strategy to fulfill the consumers’ expectations. This research intended to find out the influence of green marketing mix of The Body Shop  towards consumers’ purchase intention. The researcher will use quantitative method with SPSS version 25 as the tool for analysis of multiple regression analysis to reveal the significance relationship between variables. The population will be limited to those who are 18-24 years old and have ever bought and use the The Body Shop® products from Jakarta stores in the past 1 year. The sample size 155 respondends which were drawn with non-probability purposive sampling method through online questionnaire. Researchers found that there is a significant influence of green marketing mix aspects towards consumers’ purchase intention, in which green price is playing dominant role in this relationship. The green marketing mix itrself, as a whole, also having a significant simultaneous influence towards consumers’ purchase intention. This study resulted in a useful information for The Body Shop®, readers, and future research to be more aware about the environmental issue and the implementation of green marketing mix, also providing an action plan to execute this green marketing strategy.

scholarly journals How Important Is Green Marketing Mix For Consumer? Lesson From The Body Shop

2019 ◽  
Vol 23 (2) ◽  
pp. 321
Author(s):  
Siti Sarah Chairunnisa, Idqan Fahmi, Siti Jahroh
Keyword(s):  
Consumer Satisfaction ◽  
Structural Equation ◽  
Marketing Mix ◽  
The Body ◽  
Green Marketing ◽  
Equation Modeling ◽  
Analysis Method ◽  
Body Shop ◽  
Marketing Activities ◽  
The Body Shop

The increasing of consumer needs for cosmetics must be balanced with the care of environmental issues through marketing activities (green marketing). The green marketing concept can be applied in every element of marketing mix comprehensively. The Body Shop is one of the pioneer in cosmetic companies implementing the green marketing mix. The purpose of this study to analyze the effect of green marketing mix towards consumer satisfaction and loyalty. Selected respondents are the consumer who visit the store at least two times within the last six months and above 17 years old. The analysis method used is Structural Equation Modeling (SEM) by SMART PLS software. The result of this study indicate that green marketing mix’s effect towards loyalty through consumer satisfaction is higher than green marketing mix’s effect towards loyalty directly.

scholarly journals PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN

2019 ◽  
Vol 8 (8) ◽  
pp. 5267
Author(s):  
I Gusti Ayu Tara Diani Sawitri ◽  
Gede Bayu Rahanatha
Keyword(s):  
Customer Loyalty ◽  
Sampling Method ◽  
Brand Image ◽  
The Body ◽  
Green Marketing ◽  
Improve Quality ◽  
Body Shop ◽  
Purposive Sampling ◽  
The Body Shop ◽  
Positive Effect

The study was conducted at The Body Shop in Denpasar City with a population of customers who have made repeated purchases of The Body Shop products in Denpasar City. With a sample of 100 respondents using a purposive sampling method. The results of the analysis show that the green marketing variable has a positive effect on customer loyalty and the brand image has a positive effect on customer loyalty. Suggestions that can be given to The Body Shop in Denpasar City should be to campaign more aggressively on The Body Shop program, which is bring back our bottle or recycle products so that consumers participate in maintaining the environment and are motivated to follow The Body Shop culture and improve quality that can increase high perceptions in the eyes of customers about the value and benefits derived from brand use and their satisfaction. Keywords: green marketing, brand image, customer loyalty

scholarly journals PENGARUH GREEN MARKETING MIX TERHADAP VALUE PERCEPTION DAN MINAT BELI KONSUMEN THE BODY SHOP DI KOTA MATARAM

2019 ◽  
Vol 8 (2) ◽  
Author(s):  
Maya Triana ◽  
Sulhaini Sulhaini
Keyword(s):  
Structural Equation ◽  
Marketing Mix ◽  
The Body ◽  
Green Marketing ◽  
Tree Planting ◽  
Body Shop ◽  
Cosmetic Product ◽  
Value Perception ◽  
Confirmatory Factor ◽  
The Body Shop

This research examined the effect of Green Marketing Mix, Value Perception and Intention To Buy cosmetic product of The Body Shop in Mataram City. This research is specifically aimed at determining the significance of the effect of Green Marketing Mix on Value Perception and Intention To Buy on cosmetic product at The Body Shop in Mataram City. The population of this study was customer of cosmetic product of The Body Shop in Mataram City, contain 100 respondents using purposive sampling method. The instrument in this study tested using Confirmatory Factor Analysis, while the reliability test using Cronbach Alpha. This research using Structural Equation Modelling employing SmartPLS program to test the hypothesis. The research results showed that Green Marketing Mix significantly and positively affect the Value Perception, Green Marketing Mix significantly and positively affect the Intention To Buy, Value Perception significantly and positively affect the Intention To Buy. Green Marketing Mix significantly and positively affect the Intention To Buy throught Value Perception. The Body Shop needs to make the subject of promotion more supportive of environmental exceptions in real terms, for example the program for saving rare animals, holding river cleaning activities or tree planting programs that involve customers directly.Keywords: Green Marketing Mix, Value Perception, Intention To Buy, Cosmetic Product, The Body Shop.

scholarly journals Pengaruh Penggunaan Celebrity Endorser Terhadap Brand Attitude The Body Shop Indonesia

2021 ◽  
Vol 3 (1) ◽  
pp. 107
Author(s):  
Patricia Patricia ◽  
Rodhiah Rodhiah
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Brand Attitude ◽  
The Body ◽  
Equation Modeling ◽  
Celebrity Endorsement ◽  
Body Shop ◽  
Purposive Sampling ◽  
Celebrity Endorser ◽  
The Body Shop

The purpose of this research is to examine the effects of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive on brand attitude and how attitude towards the endorsement mediates the effects of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive on brand attitude. The population of this study is consumers of The Body Shop in Jakarta who acknowledge Jerinx. This research uses a descriptive approach. Sampling was done using a purposive sampling method. In total there were 100 respondents who participated. Data were collected using an online questionnaire, Google Form. The analysis used is structural equation modeling (SEM) with SmartPLS as a tool for analyzing data. The result of this study indicate that celebrity motive has a positive and significant effect towards brand attitude, while attitude towards the celebrity, celebrity—brand fit, and celebrity expertise have positive and not significant effects towards brand attitude. Attitude towards the endorsement is a positive and significant mediator of attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive towards brand attitude. Furthermore, this research can be used as new insights for brands on advertising their products using celebrity endorsement, how and what to consider for choosing the right celebrity endorser.Tujuan dari penelitian ini adalah untuk menguji pengaruh attitude towards the celebrity, celebrity—brand fit, celebrity expertise, dan celebrity motive terhadap brand attitude dan attitude towards the endorsement memediasi pengaruh attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive terhadap brand attitude. Populasi penelitian ini adalah konsumen The Body Shop di Jakarta yang mengetahui sosok Jerinx. Penelitian ini menggunakan pendekatan deskriptif. Pengambilan sampel dilakukan dengan menggunakan teknik pendekatan purposive sampling. Secara total terdapat 100 responden yang berpartisipasi. Data dikoleksi menggunakan kuisioner online, Google Form. Analisis yang digunakan adalah structural equation modeling (SEM) dengan menggunakan SmartPLS sebagai alat untuk menganalisis data. Hasil dari penelitian ini menunjukkan bahwa celebrity motive memiliki pengaruh positif dan signifikan terhadap brand attitude, sementara attitude towards the celebrity, celebrity—brand fit, dan celebrity expertise memiliki pengaruh positif dan tidak signifikan terhadap brand attitude. Attitude towards the endorsement merupakan mediator positif dan signifikan dari attitude towards the celebrity, celebrity—brand fit, celebrity expertise, and celebrity motive pada brand attitude. Selanjutnya, penelitian ini dapat digunakan sebagai wawasan bagi perusahaan dalam periklanan dengan menggunakan strategi celebrity endorsement, bagaimana dan apa yang perlu dipertimbangkan dalam memilih celebrity endorser.

Faktor Yang Mempengaruhi Intensi Pengunjung Dalam Memilih Destinasi Wisata (Studi Kasus PT Nilai ABG, Jakarta)

2020 ◽  
Vol 2 (2) ◽  
pp. 355-373
Author(s):  
Ghiffari Herlambang ◽  
◽  
Leonardus Alexander Nickvaldo ◽  
Lidya Palupi Prayitno ◽  
Muhammad Rezky Nugraha ◽  
...  
Keyword(s):  
Purchase Intention ◽  
Computer Software ◽  
The Body ◽  
Green Product ◽  
Product Knowledge ◽  
Promotion Strategy ◽  
Body Shop ◽  
Brand Knowledge ◽  
The Body Shop ◽  
The Impact

The purpose of this study is to determine the impact of green brand knowledge, consumer’s attitude towards green product and green brand positioning to the green product purchase intention The Body Shop. Questionnaires with 17 instruments are being distributed to 304 respondent in Jakarta, Depok, Bogor, Bekasi and Tangerang to gain the data. The data then being processed using computer software SPSS. Based on the research, green brand knowledge has the biggest influence on green product purchase intention. Cosmetic companies like The Body Shop may use promotion strategy to improve consumer’s green product knowledge.

scholarly journals Green Marketing and Green Brand Image on Users-Attitudes of The Body Shop Indonesia

2021 ◽  
Vol 2 (6) ◽  
pp. 1995-2004
Author(s):  
Ida Lestari ◽  
Dinda Rakhma Fitriani
Keyword(s):  
Sampling Method ◽  
Brand Image ◽  
The Body ◽  
Green Marketing ◽  
Analysis Method ◽  
Body Shop ◽  
Independent Variables ◽  
User Attitudes ◽  
The Body Shop ◽  
Two Independent Variables

This study aims to determine the effect of Green Marketing and Green Brand Image on users attitudes of The Body Shop Indonesia products empirically, either partially or simultaneously. The population in this study are followers of the Instagram account @thebodyshopindo who have purchased The Body Shop products and used them. This study used a sample of 100 respondents where the questionnaire was distributed using google form through social media Instagram. Sampling using purposive sampling method. The data analysis method used multiple linear regression, with partial and simultaneous hypothesis testing and processed using SPSS version 25 for Windows. The results showed that the two independent variables, namely Green Marketing and Green Brand Image, had a positive and significant effect either partially or simultaneously on the dependent variable of user attitudes. In addition, this study explains that user attitudes are influenced by 68.5% by Green Marketing and Green Brand Image, the remaining 31.5% is influenced by other factors.

scholarly journals The role of perceived green marketing and brand equity on green purchasing decision

2018 ◽  
Vol 1 (1) ◽  
pp. 14
Author(s):  
Hasna Sanidewi ◽  
Eristia Lidia Paramita
Keyword(s):  
Brand Equity ◽  
Negative Impact ◽  
The Body ◽  
Green Marketing ◽  
Primary Data ◽  
Body Shop ◽  
Purchasing Decision ◽  
Green Purchasing ◽  
The Body Shop

The purpose of this study is to describe the role of perceived green marketing and brand equity on  customers green purchasing decision in Indonesia. We conducted qualitative research using five informants who are customers of The Body Shop Indonesia, one of the companies implementing green marketing. The primary data was collected through the interviews, observations, and supported documents, as triangulation. The collected data was filtered and categorized to have a clear analysis. The results were shown that the informants perceived The Body Shop’s green marketing as a respectable action to reduce the negative impact of the firms’ business activities. Green marketing has developed and influenced The Body Shop brand positively. It leads the informants to insert their environmental consideration in their purchasing decision.

scholarly journals Analysis of Marketing Mix on Purchase Decision of The Body Shop Product in Pejaten Village Mall Outlet

2020 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Nani Ariani ◽  
Viona Prameswari Farahnur
Keyword(s):  
Significant Influence ◽  
Marketing Mix ◽  
Partial Least Square ◽  
The Body ◽  
Least Square ◽  
Purchasing Decisions ◽  
Body Shop ◽  
Analytical Technique ◽  
Quantitative Descriptive ◽  
The Body Shop

This research is a quantitative descriptive research that aims to determine the effect of marketing mix on purchasing decisions. The population in this research was consumers of The Body Shop in Pejaten Village Mall. The sample size was taken by 100 respondents, by accidental sampling method. Data collection is done through questionnaires. Analytical technique used is the method of analysis PLS (Partial Least Square). The results of this study show that the product and price have no significant influence on purchasing decisions. While the promotion and distribution have significant influence on purchasing decision.

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