THE INFLUENCE OF BRING BACK OUR BOTTLE PROGRAM ON THE BODY SHOP INDONESIA BRAND IMAGE, BRAND TRUST, BRAND LOVE AND BRAND LOYALTY

• Main Author: Azzahra, Salma
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68313
• Institution: Institut Teknologi Bandung

Plastic waste causes global warming and environmental devastation. Changing individual and business viewpoints and lifestyles have increased environmental knowledge and concern. Many companies label their products with eco-labels and advertise their environmental friendliness. This includes a beauty business. The Body Shop is one of the players in the beauty industry which is famous as one of the well-known environmentally friendly brands. The brand also runs public awareness initiatives through their corporate social responsibility (CSR) program. One of their CSR called Bring Back Our Bottle (BBOB) program encourage customers to return empty bottles. This program educates consumers and the public on being responsible for the plastic packaging they use daily to prevent waste in the environment. However, with the passage of time, more beauty brands have established in Indonesia. Therefore, the BBOB program must be done effectively and efficiently in order for The Body Shop Indonesia to keep up and compete with other beauty brands. This study will examine how the BBOB program influenced the brand image, brand trust, brand love and brand loyalty of The Body Shop Indonesia. To validate the hypothesis from previous study and answer the research questions, a quantitative approach by online survey was conducted among 293 respondents of women and men in Indonesia who have use or buy The Body Shop product and have participated in BBOB program by returning empty packaging to the store, and PLS-SEM was used to analyze the relationship between the variables. The result indicates that CSR has significant and positive influence towards brand image, brand image has significant and positive influence towards brand love and brand trust, and brand love and brand trust has has significant and positive influence toward brand loyalty. However CSR and brand image does not have direct positive influence towards brand loyalty. The findings of this study will be useful to marketers since this study provides in-depth practical information on how CSR may enhance Brand Loyalty through Brand Image, Brand Love, and Brand Trust.