YULIA AMANDA, LAURA (2026) PENGARUH GREEN MARKETING TERHADAP BRAND TRUST DAN BRAND LOYALTY PADA THE BODY SHOP (Survei pada followers Instagram @thebodyshopindo 2025). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increasing consumer awareness of environmental issues has encouraged companies to implement green marketing strategies, particularly in the beauty industry. The Body Shopis widely recognized as a brand that upholds environmentally friendly values and social responsibility. However, the effectiveness of green marketing in building brand trust and brand loyalty still requires empirical examination. Therefore, this study aims to analyze the effect of green marketing on brand trust and brand loyalty among consumers of The Body Shop. This research applies the Stimulus–Organism–Response (S-O-R) theory as its theoretical framework. In this model, green marketing functions as the stimulus, brand trust represents the organism, and brand loyalty serves as the consumer response. This framework explains how environmentally oriented marketing strategies influence consumers’ internal evaluations and subsequently shape their behavioral responses. This study employs a quantitative approach using a survey method by distributing questionnaires to 100 consumers of The Body Shopselected through purposive sampling. Data were analyzed using simple linear regression to examine the effect of green marketing on each dependent variable. Hypothesis testing was conducted using the t-test at a 5% significance level. The findings indicate that green marketing has a significant effect on both brand trust and brand loyalty. The coefficient of determination shows that green marketing explains 66.2% of the variance in brand trust and 34.7% of the variance in brand loyalty, while the remaining percentages are influenced by other factors beyond this study. These results suggest that effective green marketing strategies can enhance consumer trust and foster brand loyalty toward The Body Shop. Keywords: Green arketing, Brand Trust, Brand Loyalty, The Body Shop, S-O-R Theory Meningkatnya kesadaran konsumen terhadap isu lingkungan mendorong perusahaan untuk menerapkan strategi green marketing, termasuk pada industri kecantikan. The Body Shop dikenal sebagai brand yang mengusung nilai ramah lingkungan dan tanggung jawab sosial. Namun, efektivitas green marketing dalam membangun brand trust dan brand loyalty konsumen masih perlu dikaji. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh green marketing terhadap brand trust dan brand loyalty pada The Body Shop. Penelitian ini menggunakan variabel green marketing, brand trust, dan brand loyalty dengan pendekatan teori Stimulus–Organism–Response (S-O-R), dimana green marketing berperan sebagai stimulus, brand trust sebagai organism, dan brand loyalty sebagai response konsumen. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden konsumen The Body Shop yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan menggunakan regresi linear sederhana untuk menguji pengaruh green marketing terhadap masing-masing variabel dependen. Pengujian hipotesis dilakukan dengan uji t pada tingkat signifikansi 5%. Hasil penelitian menunjukkan bahwa green marketing berpengaruh signifikan terhadap brand trust dan brand loyalty. Koefesien determinasi menunjukkan bahwa green marketing berpengaruh sebesar 66,2% terhadap brand trust dan sebesar 34,7% terhadap brand loyalty, sementara sisanya dipengaruhi oleh faktor lain diluar penelitian. Hal ini menunjukkan bahwa penerapan green marketing yang baik dapat meningatkan kepercayaan dan loyalitas konsumen terhadap The Body Shop Kata kunci: Green marketing, Brand trust, Brand loyalty, The Body Shop, Teori S-O-R
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