Abstract
This research aims to know the role of brand image to mediate the influence of green marketing on The Body Shop brand loyalty of beauty products. This research was conducted with 150 respondents in the city of Malang and used the purposive sampling method. Methods of data collection used a questionnaire distributed through google forms. The data analysis technique used was Structural Equation Model (SEM) with Partial Least Square (PLS) approaches. Based on the results, green marketing had a positive and significant impact on brand image. Green marketing had a positive and significant impact on consumer loyalty. The brand image had a positive and significant impact on consumer loyalty. The brand image could significantly mediate the influence of green marketing on consumer loyalty beauty products of The Body Shop. These results revealed that the greater the green marketing gained and perceived by consumers was, the greater the sense of brand image and consumer loyalty arose from The Body Shop’s consumers.
Highlights
The cosmetic industry has increased and become one of the industries with a relatively high level of sales
The better the green marketing strategy implemented by the company is, the more customer loyalty will increase
The green marketing strategy had a significant positive and significant effect on brand image in The Body Shop cosmetic products. It means the better the green marketing strategy implemented by the company, the better the brand image
Summary
The cosmetic industry has increased and become one of the industries with a relatively high level of sales. Competition between companies in the beauty and personal care industry market is increasingly competitive, seen from many types of beauty products that are currently available. Facing an increasingly competitive period, companies must create their uniqueness accompanied by efforts to increase the positive image of the products issued. According to Perkosmi (Indonesian Cosmetics Company Association), the cosmetic industry in 2018 and 2019 experienced a growth of 10%-15%. A sizeable Indonesian population aged 15-64 years old has become a potential cosmetic market in Indonesia. The Indonesian female population of 15-64 years old in 2018 reached 80.09 million people, growing by an average of 1.3%-1.4% per year.
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