|
The Influence of Green Marketing Strategy Towards Brand Image and Purchase Decision of Environmentally-Friendly Cosmetic Product a) School of Business and Management, Bandung Institute of Technology Abstract Environmental issues are a major concern in various fields, especially in the beauty and cosmetics industry. The rapid development of the fast beauty industry certainly raises environmental problems. This industry is one of the fields that contributes to the increase in pollution and plastic waste which has a negative impact on the environment. Therefore, currently, many business actors are starting to be aware of the environment and then turn to sustainability beauty. Many consumers are also starting to switch to products that are more environmentally friendly to minimize their impact on the environment. From this phenomenon, Lumna pays attention to creating a business that holds sustainable principles by developing cosmetic products that are environmentally friendly and do not harm humans and animals. In developing and marketing environmentally-friendly cosmetic products and brands, Lumna requires a suitable marketing strategy, namely green marketing. Green marketing is a marketing trend carried out by companies to market green products to influence green product purchases and create positive perceptions of green brands. This research will focus on green marketing mix (green product, green price, green location, and green promotion) in influencing brand image and consumer buying decisions towards eco-friendly cosmetic products. This study will use a quantitative method by distributing questionnaires online to respondents with the criteria of women aged 17 to 25 years in Jabodetabek and Bandung who have bought or used eco-friendly cosmetic products and have a concern for the environment. This study has collected data for 376 respondents who have been selected. In testing the hypothesis and analyzing the relationship between green product, green price, green place, and green promotion with brand image and purchasing decisions, the data analysis method is used, namely multiple linear regression. Based on the results of research that has been done, green product, green price, green place, and green promotion have a significant and positive influence both simultaneously and partially on brand image and purchasing decisions. Green promotion has the greatest influence on brand image and consumer purchasing decisions on environmentally-friendly cosmetic products. It can be concluded that the green marketing mix is an effective strategy for building brand image and increasing consumer purchasing decisions for environmentally friendly products if implemented properly by a company. Keywords: Keywords: Environment, Environmentally-Friendly Cosmetic Product, Purchase Decision, Brand Image, Green marketing mix (4p) Topic: Green Business and Economic Education |
| GCBME 2023 Conference | Conference Management System |