The Influence Of Green Marketing On The Formation Of Green Brand Awareness Of Oriflame Brand In Jakarta City

Indriana Bella  Putri; Arry  Widodo

doi:10.33395/owner.v8i3.2087

Authors

Indriana Bella Putri Prodi S1 Administrasi Bisnis, Fakultas Komunikasi dan Bisnis, Universitas Telkom
Arry Widodo Prodi S1 Administrasi Bisnis, Fakultas Komunikasi dan Bisnis, Universitas Telkom

DOI:

10.33395/owner.v8i3.2087

Keywords:

Green Marketing; Green Brand Awareness

Abstract

Oriflame uses a green marketing strategy to attract customers and keep them coming back for more.The manufacturing process for Oriflame's other product is known as the ringing process.The purpose of this article is to provide insight into Oriflame's efforts to promote green marketing and brand awareness.This article was written to find out how green marketing can increase Oriflame's brand awareness in Kota Jakarta.A deskriptif method was used in conjunction with a quantitative method that was used to collect responses from 100 Oriflame customers in Kota Jakarta Barat.Non-probability sampling and purposeful sampling are two types of sampling techniques.The SPSS 25 for Windows software was used to analyze the data in this study.The analysis of the deskriptif for the variable green marketing category was found to be superior by 88%, and the variable green brand awareness category was found to be superior by 87%.Green marketing has a positive and significant impact on green brand awareness, with a gain of 31,8 percent and a loss of 68,2 percent due to unidentified factors.

Downloads

Download data is not yet available.

Plum-X Analityc

References

Aldoko. (2017). Pengaruh Green Marketing Terhadap Citra Merek dan Dampaknya pada Keputusan Pembelian. Jurnal Administrasi Bisnis Universitas Brawijaya, 17-23.

Asyhari, S. Y. (2021). The Influence of Green Marketing Strategy on Purchasing Decision With Mediation Role of Brand Image. Journal of Applied, 535-546.

Boztepe, A. (2017). Green marketing and its impact on consumer buying behaviour. . European Journal of Economic and Political Studies. .

Charter, M. (2018). Green Marketing: Opportunity for Inovation. The Journal of Sustainable Product Design, 12-31.

F, R. (2017). Riset Pemasaran. Jakarta: Gramedia Pustaka Utama.

Fandy, T. (2017). Service Quality & Satisfaction. Yogyakarta: Andi.

Firmansyah. (2019). Manajemen Bank Syariah (Implementasi Teori dan Praktik. Jakarta: CV. Qiara Media .

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.

Kotler, P. d. (2018). Prinsip-prinsip Marketing Edisi Ke Tujuh. Jakarta: Penerbit Salemba Empat.

Krisnawati, D. (2016). Pengaruh Brand Awareness Terhadap Keputusan Pembelian Amdk Merek Aqua (Studi Pada Masyarakat Di Kota Bandung). Jurnal Manajemen Bisnis Krisnadwipayana, 4.

Laksana, M. F. (2019). Praktis Memahami Manajemen Pemasaran. Sukabumi: CV Al Fath Zumar.

Mursid. (2017). Manajemen Pemasaran. Jakarta: Bumi Aksara.

Priansa, D. (2017). Manajemen Pelayanan Prima. Bandung: Alfabeta.

Siregar. (2017). Metode Penelitian Kuantitatif: dilengkapi dengan perbandingan perhitungan manual dan SPSS. Jakarta: Kencana.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sujarweni, W. (2017). Metdologi Penelitian. Yogyakarta: Pustaka Baru Press.

Suliyanto. (2018). Metode Penelitian Bisnis untuk Skripsi, Tesis, & Disertasi. Yogyakarta: Andi Offset.

Suryana. (2021). Kewirausahaan. Jakarta: Salemba Empat.

Widodo, T. M. (2018). Analisis Pengaruh Gender Direksi dan Komisaris, Manajemen Laba, Serta Kinerja Perusahaan Terhadap Kompensasi Manajemen Puncak di ASEAN. Deepublish.

Zeithaml, V. A. (2018). Service Quality Dimensions . Services Marketing Integrating Customer Focus Across the Firm (7th ed.). MC Graw : Hil Education. .

Zeithaml, V. A. (2018). What Are Services? (7th ed.). Mc Graw : Hi Education.