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.

[thumbnail of RAMA_70201_07031382025259_cover.jpeg] Image
RAMA_70201_07031382025259_cover.jpeg - Cover Image
Available under License Creative Commons Public Domain Dedication.

Download (214kB)
[thumbnail of RAMA_70201_07031382025259.pdf] Text
RAMA_70201_07031382025259.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Attribution Share Alike.

Download (3MB) | Request a copy
[thumbnail of RAMA_70201_07031382025259_TURNITIN.pdf] Text
RAMA_70201_07031382025259_TURNITIN.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (5MB) | Request a copy
[thumbnail of RAMA_70201_07031382025259_0022089205_8938340022_01_front_ref.pdf] Text
RAMA_70201_07031382025259_0022089205_8938340022_01_front_ref.pdf - Accepted Version
Available under License Creative Commons Public Domain Dedication.

Download (1MB)
[thumbnail of RAMA_70201_07031382025259_0022089205_8938340022_02.pdf] Text
RAMA_70201_07031382025259_0022089205_8938340022_02.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (438kB) | Request a copy
[thumbnail of RAMA_70201_07031382025259_0022089205_8938340022_03.pdf] Text
RAMA_70201_07031382025259_0022089205_8938340022_03.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (301kB) | Request a copy
[thumbnail of RAMA_70201_07031382025259_0022089205_8938340022_04.pdf] Text
RAMA_70201_07031382025259_0022089205_8938340022_04.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (347kB) | Request a copy
[thumbnail of RAMA_70201_07031382025259_0022089205_8938340022_05.pdf] Text
RAMA_70201_07031382025259_0022089205_8938340022_05.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (598kB) | Request a copy
[thumbnail of RAMA_70201_07031382025259_0022089205_8938340022_06.pdf] Text
RAMA_70201_07031382025259_0022089205_8938340022_06.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (94kB) | Request a copy
[thumbnail of RAMA_70201_07031382025259_0022089205_8938340022_07_ref.pdf] Text
RAMA_70201_07031382025259_0022089205_8938340022_07_ref.pdf - Bibliography
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (121kB) | Request a copy

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

Actions (login required)

View Item View Item