ANALYZING CONSUMER BEHAVIOR AND MARKETING STRATEGIES FOR GREEN SKINCARE BRANDS IN INDONESIA
Keywords:
Brand Image, Product Risk, Skincare, Quadrant Analysis, Market Leader
Abstract
This study examines the impact of brand image and product risk attributes on consumer evaluations of skincare products. The analysis results indicate that the attribute that is the longest and closest to the x-axis is the brand image attribute, thus brand image is referred to as the x-axis. Meanwhile, the attribute that is the longest and closest to the y-axis is the product risk attribute, thus product risk is referred to as the y-axis. Among the six skincare products analyzed, The Body Shop deserves to be said as the market leader because it excels in two main dimensions and is located in the first quadrant (Positive X and Positive Y).
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Albarracin, D., & Johnson, B. T. (Eds.). (2018). Handbook of Attitudes, Volume 2: Applications. New York: Routledge.
Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2020). Do green knowledge and attitude influence the youth’s green purchasing? Theory of planned behavior. International Journal of Productivity and Performance Management, 69(8), 1609–1626. https://doi.org/10.1108/IJPPM-12- 2019-0595
Anderson, (2019). Amtimicrobial Activity of flavonoids. International Journal of Antimicrobial Agentsl. 26:343-356.
Brown, E. D., Anderson, K. E., Garnett, M. L., & Hill, E. M. (2019). Economic instability and household chaos relate to cortisol for children in poverty. Journal of Family Psychology, 33(6), 629–639. https://doi.org/10.1037/fam0000545
Chang, Kai dan Le Zhang. (2015). The Effects of Corporate Ownership Structure on Environmental Performance-Empirical Evidence from Unbalanced Penal Data in Heavy-Pollution Industries in China. WSEAS Transactions on systems and control Vol 10, ISSN 2224-2856.
Chen, C.-W., & Demirci, S. (2019). Understanding Mobile Data Services’ Continuance: The Role of Enjoyment and Media Richness. International Journal of Business and Economics, 18(3), 347–369.
Da Silva dan Alwi, (2006), Online Corporate Brand Image, Stasifaction, and Loyalty. Journal of Brand Management Vol. 16
García LF. (2020). Immune Response, Inflammation, and the Clinical Spectrum of COVID-19. Front Immunol.;11(June):4–8.
Ghozali, Imam. (2011). “Aplikasi Analisis Multivariate Dengan Program SPSS”. Semarang: Badan Penerbit Universitas Diponegoro
Jamal A, G. M. (2001). Consumers and brands: a study of the impact of self-image congruence on brand preference and satisfaction.
Johnson, A., & Smith, J. (2018). Evaluating the Use of Temperature Sensors in an Automated Irrigation System. Journal of Automation Engineering, 20(2), 45- 56.
Kotler, P. and Keller, Kevin L. (2016). Marketing Management, 15th Edition New Jersey: Pearson Pretice Hall, Inc.
Kotler, Philip (2000). Prinsip – Prinsip Pemasaran Manajemen, Jakarta : Prenhalindo.
Kunkel, J.H. and Bery, L. (1968). A Behavioral Conception of Retail Image. Journal of Marketing, 32, 21-27.
Le, D., and Angellier-coussy, H. (2014). Preparation and application of starch nanoparticles for nanocomposites : A review. Reactive & Functional Polymers 85, 85, 97–120. https://doi.org/10.1016/j.reactfunctpolym.2014.09.020
Bordwell, D., Thompson, K., & Smith, J. (2017). Film art: An introduction. New York: McGraw-hill education
Park, C. W., Sutherland, I., & Lee, S. K. (2021). Effects of online reviews, trust, and picture-superiority on intention to purchase restaurant services. Journal of Hospitality and Tourism Management, 47(April), 228–236. https://doi.org/10.1016/j.jhtm.2021.03.007
Park, C.W., Sutherland, I. and Lee, S.K. (2021) ‘Effects of online reviews, trust, and picture-superiority on intention to purchase restaurant services’, Journal of Hospitality and Tourism Management, 47, pp. 228–236.
Patel, Nilesh D., Kairavi J. Desai, and Shirishkumar M. Patel (2021). . "Modes of Sars-cov-2 Transmission. " Journal of Vocational Health Studies 5.1: 47-52.
Ries, Al; and Jack Trout (1981) “Positioning : The Battle For Your Mind”, Mc Graw-Hill, Inc., PT.Erlangga, Jakarta,
Sekaran, Uma dan Roger Bougie (2017), Metode Penelitian untuk Bisnis: Pendekatan Pengembangan-Keahlian, Edisi 6, Buku 1, Cetakan Kedua, Jakarta Selatan: Salemba Empat,
Smith, J., Johnson, A., & Brown, K. (2018). The Impact of Performance-Based Assessment and Essay Test on Critical Thinking Skills in Students Using Canva-based E-modules. Journal of Education and Learning, 45(3), 321-335.
Trout, J., Rivkin, S. (1996), Th e New Positioning : Th e latest on the worlds #1 business strategy, McGraw Hill, New York
United Nations. (2015). World population prospect : The 2015 revision. Diakses 16 Juni 2017, dari http://www.un.org/en/development/desa/population/publications/pdf/ageing/ WPA2015_Report.pdf
Published
2024-06-30
How to Cite
Maria Christina, Aurelia Lalita Kirana Jayananda, Raymond Raymond Siregar, & Fatik Rahayu. (2024). ANALYZING CONSUMER BEHAVIOR AND MARKETING STRATEGIES FOR GREEN SKINCARE BRANDS IN INDONESIA. Journal of Social and Economics Research, 6(1), 569-576. https://doi.org/10.54783/jser.v6i1.448
Section
Articles
