GREEN MARKETING STRATEGY ANALYSIS TO BRAND TRUST THROUGH MARKETING MIX APPROACH (STUDY ON THE BODY SHOP USERS IN BANDUNG, WEST JAVA)

GREEN MARKETING STRATEGY ANALYSIS TO BRAND TRUST THROUGH MARKETING MIX APPROACH (STUDY ON THE BODY SHOP USERS IN BANDUNG, WEST JAVA)

Author		: BETHANI SURYAWARDANI; ASTRI WULANDARI; FANNI HUSNUL HANIFA
Published on	: 2nd International Conference on Global Trends in Academic Research

Abstract

“Many disasters that recently occurred in Indonesia nowadays, have made the society become more aware of environmental protection, not least in the world of business. Increasingly fierce competition makes companies vying to create products that are safe and environmentally friendly, this company’s strategy is called the Green Marketing Strategy, which is a potential strategy to win the competition.
This study aimed to analyze the effect of the application of Green Marketing Strategy to Customers Brand Trust in choosing The Body Shop cosmetics. Data collection methods in this study is using the survey method through questionnaires. The population of this research is The Body Shop Cosmetics Customers in Bandung, West Java. Sampling technique using in this study is purposive sampling. Data processing and hypothesis testing is by using multiple regression.
The results of this study are expected that the price, product, place and promotion variable of green marketing concept effect on consumer trust in brand selection. The Body Shop must maintain consumer trust to remain all their product that has the concept of green marketing and The Body Shop needs to pay attention to the quality of products to compensate the higher pricing strategy.

Keywords: Green Marketing, Brand Trust, The Body Shop.”