THE INFLUENCE OF GREEN MARKETING MIX TOWARDS BRAND IMAGE AND PURCHASE DECISION OF ENVIRONMENTALLY FRIENDLY COSMETIC PRODUCTS

• Main Author: Delistina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75506
• Institution: Institut Teknologi Bandung

The beauty and cosmetic industry are growing rapidly with market value increasing significantly every year. This growth has led to a trend called fast beauty which causes the beauty and cosmetic industry to be one of the biggest contributors to the increase in environmental problems and waste caused by the increase in cosmetic packaging produced every year. To respond to this issue, nowadays many businesses and consumers are starting to be concerned about the environment and are starting to switch to products that are more environmentally friendly. In addition, many businesses are changing their marketing strategies to green marketing. Based on these conditions, gives an opportunity for Lumna to create an environmentally friendly cosmetic brand by providing eco-friendly cosmetic products that are made from natural ingredients, cruelty-free, and packaged in recycled packaging. To develop and market environmentally friendly cosmetic brands and products to be recognized and purchased by many people as well as have a positive brand image, it needs the right and effective long-term strategy, namely the green marketing mix. Therefore, this study aims to identify the influence of a green marketing mix consisting of green products, green price, green place, and green promotion toward brand image and purchasing decisions of environmentally friendly cosmetic products. This research is an explanatory study with a quantitative approach and uses a survey method by distributing online questionnaires via Google Form. The data analysis method used is Descriptive Statistical Analysis and Path Analysis. This study has successfully collected data from 376 respondents using non-probability techniques with purposive sampling with the respondent criteria, namely females aged 17-25 years domiciled in Bandung and Jabodetabek who have used or purchased environmentally friendly cosmetic products and are concerned with the environment. The results showed that the green marketing mix consisting of green product, green price, green place, and green promotion has a significant and positive influence on brand image. Furthermore, green product, green place, and green promotion has a significant and positive influence on purchase decision. Meanwhile, green price does not have a positive and significant influence on purchase decisions. And lastly, brand image has a positive and significant influence on purchase decisions. Based on the analysis results, green promotion is the most significant green marketing mix element to build a strong brand image and increase consumer purchasing decisions. Thus, these findings will be useful for companies in the environmentally friendly beauty and cosmetics sector in order to optimize the green marketing mix strategy as a long-term strategy, especially focusing on green promotion.