PENGARUH GREEN PROMOTION MELALUI MEDIA SOSIAL TERHADAP MINAT MEMBELI PELANGGAN THE BODY SHOP INDONESIA DI KOTA PEKANBARU
Abstract
Pekanbaru is one of the cities facing waste management problems so that waste management is not optimally carried out. The Body Shop of Pekanbaru city presents a solution related to waste reduction which is very suitable to be done in the city of Pekanbaru. The Body Shop is here in Pekanbaru bringing the concept of a Refill Station as a global solution to the problem of plastic pollution. This study aims to analyze the influence of Green Promotion through Social Media on the buying interest of The Body Shop Indonesia customers in Pekanbaru City.
This study uses a quantitative approach with data collection techniques, namely questionnaires and observations. The sample in this study were 100 people. The sampling technique used purposive sampling with the criteria of being domiciled in Pekanbaru City, aged 15-40, able to read and know The Body Shop Pekanbaru City. Dissemination of media using offline and online systems through social media. The data obtained were analyzed using Validity Test, Reliability Test and Simple Regression Analysis.
Based on the data analysis, it was concluded that a simple linear regression equation obtained a constant value of 20.030 stating that if the grren promotion variable is considered zero, then the value of interest in buying products from The Body Shop Indonesia is 20.030%. The regression coefficient for the green promotion variable is 0.526 which shows a positive effect. This means that when the green promotion drive is strong, customers are more likely to buy it. The better the green promotion displayed, the interest in buying The Body Shop Indonesia products will also increase by 52.6%
Keywords: Body shop Indonesia, Green promotion, Purchase Intention, Social Media
This study uses a quantitative approach with data collection techniques, namely questionnaires and observations. The sample in this study were 100 people. The sampling technique used purposive sampling with the criteria of being domiciled in Pekanbaru City, aged 15-40, able to read and know The Body Shop Pekanbaru City. Dissemination of media using offline and online systems through social media. The data obtained were analyzed using Validity Test, Reliability Test and Simple Regression Analysis.
Based on the data analysis, it was concluded that a simple linear regression equation obtained a constant value of 20.030 stating that if the grren promotion variable is considered zero, then the value of interest in buying products from The Body Shop Indonesia is 20.030%. The regression coefficient for the green promotion variable is 0.526 which shows a positive effect. This means that when the green promotion drive is strong, customers are more likely to buy it. The better the green promotion displayed, the interest in buying The Body Shop Indonesia products will also increase by 52.6%
Keywords: Body shop Indonesia, Green promotion, Purchase Intention, Social Media
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