ANALISIS KONTEN: IMPLEMENTASI GREEN MARKETING PERUSAHAAN THE BODY SHOP UNTUK PRODUK RAMAH LINGKUNGAN (STUDI KASUS PADA INSTAGRAM THE BODY SHOP INDONESIA)

DINITRA, ROMZI and Bafadhal, Oemar Madri and Yogsunandar, Harry (2025) ANALISIS KONTEN: IMPLEMENTASI GREEN MARKETING PERUSAHAAN THE BODY SHOP UNTUK PRODUK RAMAH LINGKUNGAN (STUDI KASUS PADA INSTAGRAM THE BODY SHOP INDONESIA). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk menganalisis implementasi strategi green marketing oleh The Body Shop Indonesia melalui akun Instagram @thebodyshopindo dalam mempromosikan produk ramah lingkungan. Meningkatnya kesadaran konsumen terhadap isu keberlanjutan mendorong perusahaan untuk tidak hanya memproduksi kosmetik berkualitas, tetapi juga menunjukkan tanggung jawab lingkungan. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode analisis konten terhadap 100 unggahan selama Januari–Desember 2024, berdasarkan dimensi 7P green marketing (Product, Price, Place, Promotion, People, Process, dan Physical Evidence).Hasil penelitian menunjukkan bahwa The Body Shop secara konsisten mengintegrasikan nilai keberlanjutan dalam narasi produk, edukasi konsumen, kampanye digital seperti “Bring Back Our Bottles” dan “#KerenTanpaNyampah”, serta pelibatan komunitas. Strategi ini tidak hanya memperkuat citra merek sebagai perusahaan beretika dan peduli lingkungan, tetapi juga mendorong perubahan perilaku konsumen menuju gaya hidup yang lebih berkelanjutan. Kata Kunci: Green Marketing, The Body Shop, Instagram, Produk Ramah Lingkungan, Media Sosial

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Green Marketing, The Body Shop, Instagram, Produk Ramah Lingkungan, Media Sosial
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Romzi Dinitra
Date Deposited:	03 Oct 2025 05:51
Last Modified:	03 Oct 2025 05:51
URI:	http://repository.unsri.ac.id/id/eprint/185010

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