Strategi Green Marketing dalam Membentuk Green Brand Equity pada Produk Kosmetik Natural Lokal

Abstract

CHESI DEVIAKSA YAHYA. Strategi Green Marketing dalam Membentuk Green Brand Equity pada Produk Kosmetik Natural Lokal. Dibimbing oleh HARDIANA WIDYASTUTI. Kesadaran konsumen terhadap isu keberlanjutan serta meningkatnya persaingan industri kosmetik natural lokal di Indonesia mendorong pentingnya penerapan strategi green marketing dalam membentuk green brand equity. Penelitian ini bertujuan menganalisis keandalan strategi green marketing melalui green product, green promotion, green perceived value, dan green trust terhadap green brand equity, mengidentifikasi kombinasi kondisi yang membentuk green brand equity, serta merumuskan strategi pemasaran yang tepat pada produk kosmetik natural lokal. Pendekatan Fuzzy-Set Qualitative Comparative Analysis (FSQCA) digunakan dengan melibatkan 200 pengguna kosmetik natural lokal di wilayah Jabodetabek. Data dikumpulkan melalui kuesioner daring menggunakan skala Likert 1–5 dan dianalisis melalui tahapan calibration, necessity analysis, truth table, dan solution analysis. Hasil penelitian menunjukkan bahwa berbagai kombinasi green product, green promotion, green perceived value, dan green trust mampu menghasilkan green brand equity yang tinggi. Temuan ini menegaskan bahwa keberhasilan merek kosmetik natural lokal ditentukan oleh sinergi antar elemen green marketing, bukan oleh satu faktor tunggal.

CHESI DEVIAKSA YAHYA. Green Marketing Strategies in Building of Green Brand Equity for Local Natural Cosmetics Products. Supervised by HARDIANA WIDYASTUTI. Consumer awareness of sustainability issues and the increasing competition in Indonesia’s local natural cosmetics industry have highlighted the importance of implementing green marketing strategies to build green brand equity. This study aims to analyze the reliability of green marketing strategies through green product, green promotion, green perceived value, and green trust on green brand equity, identify the combinations of conditions that shape green brand equity, and formulate appropriate marketing strategies for local natural cosmetic products. The study employed the Fuzzy-Set Qualitative Comparative Analysis (FSQCA) approach involving 200 users of local natural cosmetic products in the Greater Jakarta area. Data were collected through an online questionnaire using a five-point Likert scale and analyzed through calibration, necessity analysis, truth table, and solution analysis. The findings indicate that various combinations of green product, green promotion, green perceived value, and green trust can generate high green brand equity. These results confirm that the success of local natural cosmetic brands is determined by the synergy among green marketing elements rather than by a single factor.