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"ABSTRAKMeningkatnya kepedulian konsumen terhadap lingkungan dapat dijadikan peluang bagi perusahaan untuk mengembangkan suatu strategi guna memenuhi kebutuhan dan keinginan konsumen yang terkait dengan lingkungan. Terkait dengan hal tersebut salah satu cara yang dapat dilakukan untuk dapat meningkatkan citra dari produk atau merek yang dihasilkan perusahaan adalah melalui penerapan strategi green marketing, yang merupakan wujud dari kepedulian perusahaan atas dampak yang dapat terjadi dari produk yang dihasilkan oleh perusahaan. Penelitian ini membahas tentang pengaruh dari green brand image terhadap green satisfaction, green trust, dan green brand equity pada merek Tupperware. Hasil penelitian ini menunjukkan bahwa pada kelompok responden yang memiliki pengetahuan terhadap program kepedulian lingkungan merek Tupperware, variabel green brand image memiliki pengaruh positif terhadap green satisfaction dan green trust. Sedangkan antara green brand image dengan green brand equity, green satisfaction dengan green brand equity, dan green trust dengan green brand equity menunjukkan tidak terdapat pengaruh. Untuk kelompok responden yang tidak mengetahui program kepedulian lingkungan merek Tupperware hasil penelitian ini menunjukkan bahwa green brand image berpengaruh positif terhadap green satisfaction dan green trust sedangkan terhadap green brand equity menunjukkan pengaruh negatif. Kemudian antara green satisfaction dengan green brand equity menujukkan pengaruh positif dan antara green trust dengan green brand equity menunjukkan tidak terdapat pengaruh.

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ABSTRACTIncreased consumer concern for the environment can be used as an opportunity for companies to develop a strategy to meet the needs and desires of consumers related to the environment. Related to this is one way that can be done to improve the image of the product or the brand that the company is through the implementation of green marketing strategy, which is a manifestation of the company's concern over the impact that may occur from products produced by the company. This research discusses the effect of green brand image toward green satisfaction, green trust, and green brand equity in the Tupperware brand. The results of this study showed that the group of respondents who have knowledge of the environmental program of Tupperware, green brand image has positive influence on green satisfaction and green trust. While between green brand image with green brand equity, green satisfaction with green brand equity and green trust with green brand equity showed there is no effect. For the group of respondents who have not knowledge of the environmental program of Tupperware, the result showed that green brand image has positive influence on green satisfaction and green trust while the green brand equity showed a negative effect. Then between green satisfaction with green brand equity showed a positive influence and green trust to green brand equity showed there is no effect"

"Tesis ini bertujuan untuk meneliti pengaruh dari green brand image, green trust, dan green satisfaction terhadap repurchase intention pada produk IKEA. Data berasal dari 165 responden yang sebelumnya sudah membeli produk IKEA yang dianalisis menggunakan structural equation modeling (SEM). Hasil penelitan ini menunjukkan bahwa green brand image berpengaruh terhadap green trust dan green satisfaction. Green trust memiliki pengaruh terhadap repurchase intention sedangkan green satisfaction tidak berpengaruh terhadap repurchase intention pada produk IKEA. Dari hasil penelitian, peneliti menyarankan IKEA untuk tetap mempertahankan usahanya dalam membentuk green brand image, mengedukasi konsumen untuk meningkatkan kesadaran hingga merubah perilaku mereka dalam menggunakan produk-produk ramah lingkungan, melakukan kegiatan corporate social responsibility atau community development, dan meningkatkan faktorfaktor lain yang menjadi pendorong adanya repurchase intention pada konsumen terutama di Indonesia.

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This thesis aims to investigate the influence of the green brand image, green trust and satisfaction towards repurchase intention green on IKEAproducts. Data were taken from 165 respondents who had previously been purchasing IKEA products and were analyzed with structural equation modeling (SEM). The results of this research showed that green brand image influence on green trust and green satisfaction. Green trust has an influence on repurchase intention, while green satisfaction has no effect on repurchase intention in IKEAproducts.

From the results of this study, the researchers suggest IKEA to maintain its efforts in forming green brand image, to educate consumers to raise awareness to change their behavior in using the products that are environmentally friendly, conducting corporate social responsibility or community development, and improve other factors that may be driving consumer?s repurchase intention, especially in Indonesia."

"Perhatian dan pengetahuan konsumen terhadap kegiatan bisnis ramah lingkungan dan meningkatnya permintaan produk ramah lingkungan tidak terjadi pada produk fesyen berkelanjutan. Sehingga hal tersebut menjadi tantangan bagi merek yang mengusung konsep fesyen berkelanjutan untuk membangun brandingnya, termasuk beberapa merek fesyen berkelanjutan di Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh green brand positioning, green brand knowledge, dan attitude toward green brand terhadap green purchase intention dari Sejauh Mata Memandang sebagai salah satu merek fesyen berkelanjutan di Indonesia. Penelitian ini menggunakan sampel yang mengikuti akun media sosial Instagram Sejauh Mata Memandang, dan belum pernah membeli produk Sejauh Mata Memandang. Selanjutnya data yang diperoleh diolah dengan menggunakan metode analisis Structural Equation Modeling (SEM). Hasil penelitian ini menunjukkan bahwa green brand positioning berpengaruh signifikan terhadap green brand knowledge, tetapi tidak berpengaruh signifikan terhadap attitude toward green brand. Sedangkan green brand knowledge berpengaruh signifikan terhadap attitude toward green brand, dan attitude toward green brand berpengaruh signifikan green purchase intention. Dengan demikian, Sejauh Mata Memandang harus fokus untuk memperbaiki green brand positioning mereka untuk memastikan keberhasilan sikap konsumen terhadap merek mereka dan dapat memasarkan bisnis mereka dengan lebih baik.

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Consumers' attention and knowledge to eco-friendly business activities and the increasing demand for green products didn’t occur to sustainable fashion products. So that’s a challenge for sustainable fashion brands to build their branding, include the several of sustainable fashion brands in Indonesia. This study aims to analyse the influence of green brand positioning, green brand knowledge, and attitude toward green brands to green product purchase intention from Sejauh Mata Memandang, as a one of sustainable fashion brand in Indonesia. This study uses samples who following Sejauh Mata Memandang Instagram account, and haven’t bought Sejauh Mata Memandang. Furthermore, the data obtained were processed using the Structural Equation Modeling (SEM) analysis method. The results of this research show that green brand positioning have significant effect on green brand knowledge, but does not have significant effect on attitude toward green brand. Meanwhile, green brand knowledge has significant effect on attitude toward green brand, and attitude toward green brand followed by significant effect on green purchase intention. Thus, Sejauh Mata Memandang should improving their green brand positioning so as to ensure the success of consumer's attitude to their brand and better market their businesses."

"Penelitian ini bertujuan untuk menguji pengaruh strategi green marketing mix, green image, green satisfaction, dan green trust pada green customer loyalty di pasar green cosmetics lokal Indonesia. Model pengukuran dibuat berdasarkan tanggapan valid dan reliabel dari kuesioner online pelanggan produk green cosmetics terkait green marketing mix, green image, green satisfaction, green trust, dan green customer loyalty menggunakan 6-poin Skala Likert dengan bantuan PLS-SEM. Hasil penelitian ini menunjukkan bahwa green product memiliki pengaruh positif pada green image dan green satisfaction. Green price memiliki pengaruh positif pada green image, green satisfaction, dan green customer loyalty. Green place memiliki pengaruh positif pada green image, green satisfaction, dan green trust. Green promotion memiliki pengaruh positif pada seluruh dimensi green brand equity dimana green public relation menunjukkan peran besar dalam penentuan hubungan antar keduanya. Green image memiliki pengaruh positif pada green satisfaction dan green trust. Green satisfaction memiliki pengaruh positif pada green trust dan green customer loyalty. Green trust memiliki pengaruh positif pada green customer loyalty.

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This study aims to examine the impact of green marketing mix, green image, green satisfaction, and green trust on green customer loyalty in Indonesia’s local green cosmetics market. A measurement model created based on valid and reliable responses from online questionnaire from sustainable cosmetics product’s customer for green marketing mix, green image, green satisfaction, green trust, and green customer loyalty using 6-point Likert Scale with the help of PLS-SEM. The results of this study indicate that green product has a positive effect on green image and green satisfaction. Green price has a positive influence on green image, green satisfaction, and green customer loyalty. Green place has a positive influence on green image, green satisfaction, and green trust. Green promotion has a positive influence on all dimensions of green brand equity where the green public relations show a large role in determining the relationship between the two. Green image has a positive influence on green satisfaction and green trust. Green satisfaction has a positive effect on green trust and green customer loyalty. Green trust has a positive influence on green customer loyalty."

"ABSTRAKPerubahan akan selalu terjadi dan harus diikuti apalagi di dalam dunia bisnis.Sekecil apapun perubahan, akan berdampak pada berbagai faktor. GarudaIndonesia merubah logonya yang telah digunakan oleh mereka dalam waktu lama.Perubahan ini walaupun sedikit namun memiliki dampak terhadap komitmen dansikap pelanggan kepada perusahaan ini. Adapun perubahan logo yang dilakukanoleh Garuda Indonesia yaitu letak burung yang lebih tinggi, huruf yang lebihramping dan modern, serta warna yang lebih terang. Hal ini mengkomunikasikankepada masyarakat dan konsumen khususnya bahwa sedang terjadi perubahaninternal perusahaan Garuda Indonesia. Masih banyak konsumen yang belummenyadari perubahan ini. Jumlah responden yang diteliti dalam penelitian iniyaitu 200 orang dimana telah menggunakan jasa Garuda Indonesia lebih dari 3kali. Adapun hasil penelitian menunjukkan bahwa terdapat pengaruh yangsignifikan antara komitmen terhadap sikap para merek Garuda sedangkan evaluasilogo tidak memiliki pengaruh yang signifikan. Selain itu kelompok umur jugamemiliki pengaruh yang signifikan terhadap sikap kepada merek.

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ABSTRACTChange has always happen and is a must to do in a business world. No matter howsmall the change is, can still affect to some aspects. Garuda Indonesia haschanged its logo, which has been used for a long time. This change, though only alittle, has affecting the customer’s commitment and attitude toward the company.About the change in logo itself, the redesign only happened to several elements,such as higher position of the bird, sleeker and more modern font, and brightercolors. This new logo is purposed to communicate to the public and consumersespecially, that there is an internal change in Garuda Indonesia Company.However, there are still many consumers, which do not realize about this changeof logo. The number of the respondents in this research is 200 people who havebeen using the service of Garuda Indonesia for more than three times. The resultof this research shows that there is a significant effect between commitments toattitude toward brand Garuda, while the logo evaluation is not. Beside that, theage group also has significant effect to attitude toward brand."

"Tesis ini membahas bagaimana pengaruh logo Aku Cinta Indonesia dalam kategori produk high-tech dan low-tech produksi lokal dengan perbandingan kondisi ACI, non-ACI dan Foreign. Penelitian ini adalah penelitian eksperimen dengan desain faktorial 2x3. Hasil penelitian ini menunjukkan bahwa pada kategori produk high-tech, ACI memberikan pengaruh positif yang signifikan pada sikap terhadap produk sedangkan pada intensi pembelian pengaruh tersebut tidak selalu siginifikan. Faktor lain yang mempengaruhi intensi pembelian pada kategori high-techi adalah pengetahuan konsumen mengenai produk lokal. Pada kategori produk low-tech, ACI tidak memberikan pengaruh yang signifikan, tetapi tetap menunjukkan adanya sikap terhdap produk yang lebih baik. Faktor lain yang mempengaruhi intensi pembelian pada kategori high-tech adalah pengalaman konsumen dalam menggunakan produk lokal.

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This thesis discusses how the influence of the logo I Love Indonesia in the category of high-tech and low-tech local production to compare the ACI, non-ACI and Foreign. The study was a 2x3 factorial experimental design. The results of this study showed that the category of high-tech products, ACI provides a significant positive effect on attitudes toward the product, while the effect of purchase intentions are not always significant. Another factor affecting the purchase intention in the category of high-techi is consumer knowledge about the local products. In the category of low-tech products, ACI does not have a significant influence, but still shows the attitude terhdap better product. Another factor affecting the purchase intention in the category of high-tech is the consumer experience in using local produce."

"ABSTRAKIndustri produk kecantikan dan perawatan pribadi natural di Indonesia terus berkembang. Konsumen semakinsadar dan teredukasi tentang isu lingkungan, sehingga mereka mulai menggunakan produk kecantikan danperawatan pribadi yang mengandung bahan natural dan ramah lingkungan. Agar sebuah merek ramah lingkunganmemiliki diferensiasi dari kompetitor dan dapat membuat konsumen melakukan pembelian, perlu dilakukanstrategi green brand positioning (GBP) melalui atribut fungsional maupun manfaat emosional yang dirasakankonsumen. Love Beauty and Planet (LBP) yang menyatakan mereknya sebagai merek kecantikan dan perawatanpribadi yang ramah lingkungan dan menggunakan bahan natural telah melakukan implementasi strategi GBP. Padajurnal makalah ini, analisis dilakukan pada kemasan produk, media sosial, dan situs resmi LBP terhadap sejumlahaspek fungsional dan emosional dari strategi GBP yang telah dieksekusi. Hasil analisis GBP dari LBP dipetakanke dalam tiga komponen brand image, yaitu kekuatan, kesukaan, dan keunikan, untuk melihat aspek apa saja yangdapat membangun image merek ramah lingkungan. Analisis menunjukkan bahwa LBP melakukan strategi GBPdengan menyampaikan atribut fungsional dan manfaat emosional yang ditawarkan merek, yang fungsinya salingmendukung. Implementasi strategi GBP dari LBP dapat membangun kekuatan, kesukaan, dan keunikan LBP.

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ABSTRACTNatural beauty and personal care industry in Indonesia is continuously growing. Consumers are getting more awareand educated towards environmental issue, as they are starting to use more natural and environmentally friendlybeauty and personal care products. For a green brand to gain differentiation among competitors and convinceconsumers to make purchase, a brand needs to launch green brand positioning (GBP) strategy throughcommunicating their functional attributes and emotional benefits. Love Beauty and Planet (LBP), a beauty andpersonal care brand that identify itself as a natural and environmentally friendly has already implemented GBPstrategy. In this paper, analysis was done on LBP`s product packaging, social media, and official web site towardsa number of functional and emotional aspects of the executed GBP strategy. Analysis result on LBP`s GBP strategywas mapped to the three components of brand image, which is strength, favorability, and uniqueness, to see whichaspect could potentially build a green brand`s image. Analysis showed that LBP did both functional and emotionalGBP, since it complements each other. Also, LBP`s GBP strategy could build the strength, favorability, anduniqueness association of the brand."

"Di tengah perkembangan industri kosmetik di Indonesia, hal tersebut juga berdampak pada lingkungan di mana beberapa pelaku industri bisnis kosmetik menggunakan bahan dan kemasan yang dapat mencemari lingkungan. Menyiasati hal tersebut, beberapa brand kosmetik asal Indonesia mengusung konsep sustainability dan menerapkan green marketing. Tidak hanya itu, konsumen juga kini mulai beralih pada pembelian ramah lingkungan atau green purchasing behavior. Green purchasing behavior sendiri penting karena perilaku tersebut dapat meminimalisir dampak buruk pada lingkungan. Oleh karena itu, penelitian ini meneliti pengaruh green brand knowledge, green trust, dan green perceived value terhadap green purchasing behavior pada konsumen salah satu merek kosmetik yang telah menerapkan konsep green yakni Sensatia Botanicals di Jabodetabek. Penelitian menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner pada responden. Penarikan sampel dilakukan menggunakan teknik non-probability purposive sampling kepada 155 responden yang memenuhi kriteria. Kemudian data diolah menggunakan IBM SPSS Statistics 25 dan SmartPLS 3.2.9. Hasil penelitian menunjukkan bahwa green brand knowledge berpengaruh signifikan terhadap green purchasing behavior. Selain itu, green trust dan green perceived value memediasi pengaruh green brand knowledge terhadap green purchasing behavior. Penelitian di masa depan dapat meneliti variabel serupa pada merek di industri lain seperti produk elektronik, home-appliances, fashion, dan fast-moving consumer goods.

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Hence the development of the cosmetics industry in Indonesia, this also has an impact on the environment where several cosmetic business industry players use materials and packaging that can pollute the environment. To get around this, several cosmetic brands from Indonesia are promoting the concept of sustainability and implementing green marketing. Not only that, consumers are also starting to switch to environmentally friendly product as in shifting to green purchasing behavior. Green purchasing behavior itself is important because this behavior can minimize negative impacts on the environment. Therefore, this research examine the influence of green brand knowledge, green trust, and green perceived value on green purchasing behavior among consumers of one of the cosmetic brands that have implemented the green concept, namely Sensatia Botanicals that are located in Jabodetabek. The research uses a quantitative approach by distributing questionnaires to respondents. Sampling was carried out using a non-probability purposive sampling technique for 155 respondents who met the criteria. Then the data was processed using IBM SPSS Statistics 25 and SmartPLS 3.2.9. The research results show that green brand knowledge has a significant effect on green purchasing behavior. Apart from that, green trust and green perceived value mediate the influence of green brand knowledge on green purchasing behavior. Future research could examine similar variables across brands in other industries such as electronics, home appliances, fashion, and fast-moving consumer goods."

"A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant... Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding takes the most up-to-date research and evidence to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners' can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management."

"Green marketing merupakan salah satu bentuk ilmu pemasaran yang dewasa ini sedang berkembang pesat. Penelitian skripsi ini adalah penelitian kuantitatif yang bertujuan untuk mengukur tingkatan green brand awareness sebuah kedai kopi ternama di Indonesia, guna memahami green marketing dari sudut pandang konsumennya. Adapun alasan yang mendorong perkembangan green marketing ini adalah, karena adanya permintaan (demand) dari konsumen kepada perusahaan, atas pelestarian lingkungan hidup. Perusahaan yang menerapkan strategi green marketing ini, disebut juga dengan green company/green brand. Dengan menggunakan indikator-indikator brand awareness yang sudah dikembangkan dengan teori green marketing, penelitian ini mencoba mengukur tingkat green brand awareness Starbucks di Indonesia. Penelitian ini melibatkan 107 responden yang dibatasi pada mahasiswa Universitas Indonesia. Pemilihan responden dipilih dengan metode non probabilita sampling dengan teknik purposive. Hasil penelitian menunjukkan bahwa, green brand awareness mahasiswa terhadap objek penelitian, terbilang rendah. Dari 11 indikator penelitian, enam diantaranya memang memiliki nilai mean yang tinggi, yakni di atas 3,40. Sementara itu, lima indikator lainnya, memiliki nilai mean yang termasuk ke dalam kategori "cukup" (2,60-3,40). Kendati demikian, jika dilihat lebih rinci berdasarkan persebaran jawabannya, banyak responden yang memilih "ragu-ragu" atau bahkan "tidak setuju" terhadap indikator yang dimaksudkan kepada Starbucks, sebagai "green brand".

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Green marketing is one of marketing sciences part which currently developing. This study is a quantitative research that aims to measure the famous coffee shop's green brand awareness level in Indonesia, in order to understand the green marketing from its consumer’s perspective. One of the reasons that encourage the development of green marketing is, because of the demand from the consumers to companies’ environmental responsibility. Those companies, which implement this green marketing strategy are also known as green company/green brand.

By using brand awareness indicators that have been developed with green marketing theory, this study tries to measure the Starbucks' green brand awareness level in Indonesia. This study involve, 107 respondents who are part of University of Indonesia students. These respondents are selected with non-probability method by using purposive technique.

The results of this study showed that, the students' green brand awareness level to research object, is relatively low. From 11 indicators, six of which (indeed) have a high mean values i.e. above 3,40. Meanwhile, five other indicators, have mean values that fall into category of "moderate" (2,60 to 3,40). However, if we take a closer look the results in detail, there are so many respondents who actually "hesitate" or even "disagree" with the indicator which are referred to Starbucks as a green brand."