THE INFLUENCE OF GREEN MARKETING, BRAND IMAGE, AND ONLINE CUSTOMER REVIEWS ON PURCHASE DECISION OF THE BODY SHOP PRODUCTS IN THE CITY OF YOGYAKARTA

Abstract

ABSTRACTS

Environmental concerns have increased public awareness about the importance of preserving the environment by encouraging the use of green products. As the climate change and pollution become a global issue, consumers are seeking out products that are environmentally friendly. With the increasing awareness of environmental preservation among the community, the use of green products is also rising, including beauty products. As environmental consciousness grows, green marketing becomes increasingly influential in appealing to eco- conscious customer. Green marketing highlights the use of sustainable material, ethical sourcing, and green production process. A good brand image helps the brand to attract an eco- conscious customer while online customer reviews support a social proof and real feedback on the product that can influence the customer purchase decisions. This study explores the issue of identifying how Jogjakarta customer’s purchasing behaviour is influenced by these three variables: green marketing, brand image, and online customer review. By examining how these elements interact, the study aims to fill a gap in existing research, where no prior study has combined these three variables within the context of The Body Shop in the city of Jogjakarta. This study utilized a quantitative survey method and data were collected using questionnaire to capture consumer perceptions of green marketing, brand image, and online customer reviews. The collected data were then analyse using descriptive analysis and multiple linear regression. This study used purposive sampling technic, administered to 105 respondents who had purchased The Body Shop products. The conclusion is that online customer review does have influenced on customer purchasing behaviour, while green marketing and brand image does not have significant influenced on customer purchasing behaviour on The Body Shop products in Jogjakarta.

Keywords: Green Marketing, Brand Image, Online Customer Review, Purchasing Behavior