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"ABSTRAKStrategi marketing public relation green product saat ini membuat konsumen milenial yang sebelumnya mengkonsumsi produk yang tidak memikirkan dampak bagi lingkungan, kini mulai mengalami pergeseran dengan mengkonsumsi produk yang lebih memperhatikan lingkungan. Hal ini disebabkan karena kebanyakan konsumen milenial menyadari bahwa perilaku pembelian mereka secara langsung berpengaruh pada berbagai permasalahan lingkungan. Konsumen The Body Shop sebagai salah satu brand yang terkenal sebagai merek hijau percaya bahwa atribut produk hijau dapat mempengaruhi sikap dan perilaku green lifestyle konsumen milenial. Hal ini tidak terlepas dari pengaruh community green marketing The Body Shop dalam memberikan hubungan yang berkesinambungan antara brand, konsumen dan komunitas sosial sebagai bagian dari proses community relations dalam strategi marketing public relations dengan membangun kepercayaan konsumen milenial sehingga menjadi salah satu penunjang keputusan konsumen milenial menggunakan produk The Body Shop.

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ABSTRACTMarketing public relations strategy of green product is currently making millennials consumers previously consume products that are not thinking about the impact on the environment, are now beginning to experience a shift by consuming products more attention to the environment. This is because most of millennials consumers aware that their purchasing behavior directly affects to different environmental problems. Consumers of The Body Shop as one brand that is well known as a green brand believes that the green product attributes can influence the attitudes and behavior of millennials consumers green lifestyle. It is not independent of the influence of community green marketing The Body Shop in providing lasting relationships between brands, consumers and social communities as part of the process of community relations strategy in marketing public relations to build the trust of millennials consumers thus becoming one of the supporting millennials consumers decision to use The Body Shop products."

"Penelitian ini bertujuan untuk menganalisis pengaruh green practice (GP) pada green store attachment (GSA) serta peran green store attachment dalam memprediksi green store (GSL) dan green product loyalty (GPL). Penelitian selanjutnya dilakukan untuk melihat apakah konsumen dengan dengan green consciousmess (GS) yang tinggi akan merespon lebih positif pada green practice dibandingkan dengan konsumen yang memiliki tingkat green consciousness yang rendah. Pengujian ini dilakukan menggunakan metode Structural Equation Modelling (SEM) menggunakan software LISREL 8.8. Hasil penelitian menunjukkan bahwa green practice memiliki pengaruh yang signifikan pada green store attachment, lalu GSA memiliki pengaruh positif terhadap green store loyalty, dan GSL secara signifikan berhubungan dengan product loyalty.Dengan melihat perbedaan tingkat green consciousness, terlihat bahwa konsumen dengan green consciousness tinggi lebih memahami green practice sehingga memperlihatkan green store attachment yang lebih kuat dibandingkan dengan konsumen yang green consciousnessnya rendah. ;This study examines the effects of green practices on green store attachment and the role of green store attachment in predicting loyalty to a green store and green products. This study further investigates whether consumers with a high degree of green consciousness respond more positively to green practices than consumers with low degree of green consciousness do. This research use Structural Equation Modelling (SEM) with LISREL 8.8.

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This study examines the effects of green practices on green store attachment and the role of green store attachment in predicting loyalty to a green store and green products. This study further investigates whether consumers with a high degree of green consciousness respond more positively to green practices than consumers with low degree of green consciousness do. This research use Structural Equation Modelling (SEM) with LISREL 8.8.

The findings showed that green practices had a significant influence on consumer?s attachment to a store. In addition, consumer?s attachment to a store had a positive effect on store loyalty, and store loyalty was significantly associated with product loyalty. By seeing the difference of green consciousness? degree, it seems that highly green-consciousness consumer more aware to green practice and thus showing stronger store attachments than consumer with lower green-consciousness."

"Penelitian ini menguji pengaruh empat variabel, yaitu ekolabel, dimensi produk, persepsi terhadap green compliance perusahaan, dan pengalaman masa lalu dalam membentuk persepsi konsumen terhadap kosmetik ramah lingkungan. Data primer didapatkan melalui penyebaran kuesioner dan diolah menggunakan multiple regression. Objek penelitian ini adalah The Body Shop. Sebanyak 155 responden bersedia melengkapi kuesioner, namun hanya 126 kuesioner yang memenuhi syarat untuk diolah. Hasil dari penelitian ini menunjukkan bahwa konsumen hanya mempertimbangkan persepsi terhadap green compliance perusahaan, dan pengalaman masa lalu dalam membentuk persepsi terhadap kosmetik ramah lingkungan. Konsumen mempertimbangkan pengalamannya dalam menggunakan kosmetik hijau dan persepssinya terhadap upaya perusahaan dalam melindungi lingkungan dalam membentu persepsi atas kosmetik hijau.

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This study investigate five independent variables involved in the green cosmetics perception formation, namely, corporate perception, product dimension, ecolabel, and past experience. This study use Multiple Regression to analyse the data obtained by survey. There are 155 respondents that willing to participate, but only 126 respondents are qualified. The result of this study is past experience and corporate perception are the only two variabels that has significant effect to form green cosmetics perception. Consumer rely on their experience on using green cosmetics and their perception regarding corporate activity on environmental protection to form perception about green cosmetics."

"Strategi Marketing Public Relations (MPR) diketahui semakin banyak dimanfaatkan oleh perusahaan terutama dalam mendukung promosi produk baru. Dalam penerapannya, strategi MPR dapat selalu berhasil serta tidak memerlukan biaya setinggi iklan. Strategi ini juga tetap dapat memberikan pencapaian serta efektivitas yang luar biasa dan akan lebih optimal apabila dibarengi dengan tujuh tools-nya. Di Indonesia, salah satu merek lokal di bidang kecantikan yang memakai strategi ini adalah Somethinc. Somethinc didirikan oleh Irene Ursula pada tahun 2019 dan telah memproduksi berbagai macam produk skin care dan make up. Pada Hari Kasih Sayang di tahun 2022, Somethinc melakukan peluncuran produk terbarunya yaitu rangkaian body care. Dalam peluncuran produk terbarunya ini, ditemukan bahwa Somethinc hanya menjalankan lima tools MPR, yaitu publikasi, events, sponsorship, berita, dan identity media. Secara keseluruhan, kelima tools ini mampu mempromosikan rangkaian body care series sebagai produk baru dari Somethinc. Namun, apabila memakai dua tools MPR lainnya, yaitu public service activities dan speech (pidato), maka efektivitasnya akan menjadi lebih optimal.

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Marketing Public Relations (MPR) strategy is known to be increasingly used by companies, especially in supporting the promotion of new products. In practice, the MPR strategy can always be successful and doesn't cost as much as advertising. This strategy can still provide extraordinary achievements and effectiveness and will be more optimal when coupled with its seven tools. In Indonesia, one of the local brands in the beauty sector that uses this strategy is Somethinc. Somethinc was founded by Irene Ursula in 2019 and has been producing various kinds of skin care and make up products. On Valentine's Day in 2022, Somethinc launched its newest product, the body care series. In launching this new product, it was found that Somethinc only runs five MPR tools, namely publication, events, sponsorship, news, and identity media. Overall, these five tools are able to promote the body care series as a new product from Somethinc. However, if Somethinc use two other MPR tools, namely public service activities and speech, the effectiveness will be more optimal."

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Munculnya kesadaran akan permasalahan lingkungan memicu dunia industri untuk menghadirkan konsep pemasaran yang mengedepankan isu lingkungan (green marketing). Dalam green marketing terdapat alat-alat yang digunakan untuk meningkatkan pengetahuan konsumen tentang produk ramah lingkungan. Green marketing tools terdiri dari eco-brand, eco-label dan environmental advertisement. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing tools terhadap purchase intention pada millennial dalam pembelian produk AQUA Life di Jakarta. Penelitian ini menggunakan metode kuantitatif dan teknik pengambilan sampel purposive. Pada penelitian ini sampel yang diambil sebanyak 100 responden yang berdomisili di Jakarta, termasuk ke dalam generasi millennial (23-38 tahun) pada 2019 dan mengetahui produk AQUA Life. Hasil penelitian ini menunjukkan bahwa green marketing tools berpengaruh terhadap purchase intention. Pada penelitian ini juga terlihat bahwa dimensi dari variable green marketing tools yang memiliki pengaruh terbesar terhadap purchase intention adalah environmental advertisement.

 

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The emergence of environmental problems triggers the industry to bring about the concept of marketing that emphasizes environmental issues (green marketing). In green marketing there are tools that are used to increase consumer knowledge of environmentally friendly products. Green marketing tools consist of eco-brand, eco-label and environmental advertisement. This research aims to analyze the influence of green marketing tools towards purchase intention on millennials in the purchase of AQUA Life products in Jakarta. This research uses quantitative methods and purposive sampling techniques. In this study, samples were taken from 100 respondents who live in Jakarta, millennials (23 to 38 years old in 2019) and know about AQUA Life. The results of this research prove that green marketing tools has an influence on purchase intention. This research also shows that dimensions of green marketing tools variable that have the greatest influence on the purchase intention is a environmental advertisement.

 

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"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."

"[ABSTRAKPenelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, citra perusahaan, dan nilai konsumen terhadap loyalitas konsumen dalam penerapan strategi green marketing. Penelitian ini mengambil studi kasus produk kosmetik The Body Shop. Data diambil dari 200 responden yang pernah menggunakan paling tidak 1 jenis produk The Body Shop. Analisis data menggunakan dengan metoda analisis structural equation model melalui perangkat lunak Lisrel. Penelitian ini terdiri dari 8 hipotesis Hasil penelitian menunjukkan bahwa nilai emosional, nilai sosial, dan nilai harga memiliki pengaruh positif dan signifikan terhadap kepuasan konsumen. Sedangkan kualitas produk dan citra perusahaan tidak memiliki pengaruh signifikan terhadap kepuasan konsumen. Kualitas produk dan citra perusahaan juga memiliki pengaruh signifikan terhadap loyalitas konsumen. Implikasi manajerial diberikan untuk meningkatkan performa perusahaan.

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ABSTRACTThis study aims to analyze the influence product quality, corporate image, consumer loyalty and consumer value in the implementation of green marketing strategy. This research is a case study of The Body Shop. Data were taken from 200 respondents who had used at least one type of product of The Body Shop. Regression data analysis with structural equation model (SEM) analysis method using the software Lisrel. This study consists of 8 hypothetical results showed that the emotional value, social value, and price value has a positive and significant influence on consumer satisfaction. While product quality and corporate image does not have a significant influence on consumer satisfaction. Product quality and corporate image also has a significant influence on consumer loyalty. Managerial implications are given to improve the performance of the company.;This study aims to analyze the influence product quality, corporate image, consumer loyalty and consumer value in the implementation of green marketing strategy. This research is a case study of The Body Shop. Data were taken from 200 respondents who had used at least one type of product of The Body Shop. Regression data analysis with structural equation model (SEM) analysis method using the software Lisrel. This study consists of 8 hypothetical results showed that the emotional value, social value, and price value has a positive and significant influence on consumer satisfaction. While product quality and corporate image does not have a significant influence on consumer satisfaction. Product quality and corporate image also has a significant influence on consumer loyalty. Managerial implications are given to improve the performance of the company., This study aims to analyze the influence product quality, corporate image, consumer loyalty and consumer value in the implementation of green marketing strategy. This research is a case study of The Body Shop. Data were taken from 200 respondents who had used at least one type of product of The Body Shop. Regression data analysis with structural equation model (SEM) analysis method using the software Lisrel. This study consists of 8 hypothetical results showed that the emotional value, social value, and price value has a positive and significant influence on consumer satisfaction. While product quality and corporate image does not have a significant influence on consumer satisfaction. Product quality and corporate image also has a significant influence on consumer loyalty. Managerial implications are given to improve the performance of the company.]"

"[Kerusakan pada lingkungan memancing kekhawatiran dunia dan menjadi titik tolak munculnya green consumerism yang dimulai dengan kesadaran konsumen akan hak-haknya untuk memperoleh produk yang layak, aman, dan ramah lingkungan. Hal tersebut memicu perusahaan untuk melakukan inovasi terhadap produk yang dihasilkannya dan melakukan pemasaran terhadap produk tersebut dengan menggunakan strategi green marketing. Penelitian ini bertujuan untuk mengetahui pengaruh dari green marketing dan perceived innovation terhadap intensi membeli green product dengan mengangkat lampu LED Panasonic. Dengan adanya perceived factors sebagai variabel mediator antara green marketing dan perceived innovation terhadap intensi membeli, yaitu perceived quality, perceived price, perceived risk, dan perceived value, penelitian ini menemukan bahwa perceived innovation memiliki pengaruh negatif yang signifikan terhadap perceived risk dan perceived risk secara signifikan berpengaruh negatif terhadap intensi membeli green product. Hasil lainnya menunjukkan green marketing awareness memiliki pengaruh negatif terhadap perceived quality, sedangkan perceived innovation memiliki pengaruh positif yang signifikan terhadap perceived quality.

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The damage of environment has provoked the world concern and it has become the turning point of green consumerism appearance, which was begin with the consumer's realization of their rights to get worthy, safe, and environmental- friendly products. It also encouraged company to do an innovation to their product and start using green marketing as their strategy to sell it. The purpose of this research is knowing the impact of green marketing and perceived innovation on purchase intention for green product which is Panasonic LED Lamp. By using perceived factors as mediator variabels between green marketing and perceived innovation on purchase intention for green product, which are perceived quality, perceived price, perceived risk, and perceived value, this research found that perceived innovation has a negative and significant impact on perceived risk and perceived risk significantly has a negative impact on purchase intention for green product. Others result show that green marketing awareness has a negative and significant impact on perceived quality, but perceived innovation significantly has positive impact on perceived quality., The damage of environment has provoked the world concern and it has become the turning point of green consumerism appearance, which was begin with the consumer?s realization of their rights to get worthy, safe, and environmental- friendly products. It also encouraged company to do an innovation to their product and start using green marketing as their strategy to sell it. The purpose of this research is knowing the impact of green marketing and perceived innovation on purchase intention for green product which is Panasonic LED Lamp. By using perceived factors as mediator variabels between green marketing and perceived innovation on purchase intention for green product, which are perceived quality, perceived price, perceived risk, and perceived value, this research found that perceived innovation has a negative and significant impact on perceived risk and perceived risk significantly has a negative impact on purchase intention for green product. Others result show that green marketing awareness has a negative and significant impact on perceived quality, but perceived innovation significantly has positive impact on perceived quality.]"

"ABSTRAKPenelitian ini menggunakan pendekatan kualitatif jenis deskriptif dengan metode studi kasus, dan menggunakan paradigma postpositivism. Objek penelitian adalah PT. XL. Axiata Tbk. Data diperoleh dari wawancara dan studi pustka. Sedangkan teknik keabsahan data menggunakan triangulasi sumber.Hasil penelitian menunjukkan bahwa perusahaan telekomunikasi telah melakukan tiga strategi marketing public relations yaitu push, pull dan pass. Strategi push tidak signifikan dalam membangun citra. Sedangkan strategi pull cukup berhasil mambangun citra positif produk dengan mengutamakan komunikasi dan hubungan baik kepada publik. Kemudian untuk strategi pass, perusaahan melakukan community relations dan memanfaatkan media sosial guna membentuk opini dan persepsi publik untuk membangun citra produk di mata publik.Penelitian ini menggunakan pendekatan kualitatif jenis deskriptif dengan metode studi kasus, dan menggunakan paradigma postpositivism. Objek penelitian adalah PT. XL. Axiata Tbk. Data diperoleh dari wawancara dan studi pustka. Sedangkan teknik keabsahan data menggunakan triangulasi sumber.

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ABSTRACT

Competition in 4G LTE, have an impact on the company 39 s strategy in the promotion and efforts to build the image of the product. This study uses a Marketing Public Relations as a perspective in investigating the promotional program of product qualiy dan service quality in building the image of the product. The purpose of this study to determine the marketing public relations strategies of the company in building the image of the product.This study used a qualitative approach with descriptive case study method, then the paradigm used is postpositivism. The object of research is PT. XL. Axiata Tbk. Techniques of data collection through interviews and studies Ref. While the validity of the data using a triangulation technique source.The results showed that the telecommunications company has made three marketing public relations strategies that push, pull and pass. Push strategy is not a significant in image building. While the pull strategy was quite successful, builds a positive image of a product with emphasis on communication and good relations between the public and the company. Then to pass strategy, the company do community relations and take advantage of social media to shape public opinion and perceptions to build the image of the product in the public mind. 39 font size 12.0pt font family Times New Roman , serif 39 strategi pass, perusaahan melakukan community relations dan memanfaatkan media sosial guna membentuk opini dan persepsi publik untuk membangun citra produk di mata publik."

"Konsep green marketing tumbuh seiring dengan tuntutan masyarakat yang semakin sadar akan perlindungan terhadap lingkungan hidup. Sehingga mulai banyak perusahaan yang berlomba-lomba untuk menarik perhatian konsumen dengan mangangkat hal-hal yang terkait dengan lingkungan. Dengan demikian dalam penelitian ini peneliti membahas pengaruh dari strategi green marketing yang digunakan oleh The Body Shop dalam mempengaruhi loyalitas pelanggannya dengan menggunakan metode survey. Peneliti berusaha untuk melihat persepsi pelanggan terhadap nilai-nilai yang dianut oleh The Body Shop . dengan hasil penelitian yaitu strategi green marketing mempengaruhi loyalitas dari pelanggan, terutama pada nilai protect our planet. Dengan demikian peneliti menyarankan untuk melakukan promosi dan penanaman kepada pelanggan terutama mahasiswa tentang kebijakan dan kegiatan yang telah dilakukan oleh The Body Shop. Sehingga akan tertanam pada mahasiswa pentingnya penggunaan produk yang berbasis lingkungan.

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The concept of green marketing growing with the demands of society is increasingly aware of environmental protection. So, began many companies are vying to attract consumers? attention by raising matters related to the environment. Thus researchers strategies used by The Body Shop in influencing customer loyalty by using the survey method. Researchers attempted to see the customer's perception of the values espoused by The Body Shop. With the results of green marketing strategies affect the loyalty of customers, especially on the value of protect our planet. Thus researches suggest to do the promotion and cultivation to the customers mainly students about policies and activities that have been done by The Body Shop. So, that will be embedded in the students the importance of using environmentally-based product."