PENGARUH STRATEGI GREEN MARKETING, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN THE BODY

Abstract

Global warming is a serious problem that is being faced by people in the world. However, global warming is seen as a business opportunity for certain companies. Green marketing strategy as one solution to deal with this business opportunity, especially for companies in the cosmetics field. The Body Shop is an international cosmetic product that already has a good image and quality while still promoting green marketing strategies. The purpose of this study was to determine the effect of green marketing strategy, brand Image, and product quality both simultaneously and partially on consumer satisfaction of users of The Body Shop, Ambarukmo Plaza Yogyakarta. The sample used in this study amounted to 100 people. The analytical tool used is multiple linear regression analysis. The results showed that simultaneous green marketing strategy, brand image and product quality affect customer satisfaction. Partially the green marketing strategy, brand image and product quality have a significant effect on customer satisfaction. The Body Shop Ambarukmo Plaza Yogyakarta by continuing to produce products that are environmentally friendly and can be recycled.

Keyword: Green Marketing; Brand Image; Product Quality; Consumer Satisfaction.