Businesses are encouraged to implement sustainable and interactive marketing tactics by rising consumer knowledge of environmental issues and the intensity of social media use. The purpose of this study is to examine how social media engagement and green marketing affect Cirebon City customers' decisions to buy products from The Body Shop.
This study employs a quantitative approach with a survey method, collecting data from 158 individuals chosen through purposive sampling procedures using a structured questionnaire. With the aid of SPSS software, multiple linear regression was used to examine the data.
The study's findings demonstrate that green marketing significantly and favorably affects purchase decisions, suggesting that eco-friendly marketing techniques might boost consumer preferences and confidence. Additionally, Purchase Decisions are positively and significantly impacted by Social Media Engagement, highlighting the significance of customer involvement through social media in influencing purchase behavior. With a determination coefficient value of 75.6%, the two independent factors significantly influenced purchasing decisions at the same time. These results serve as the foundation for businesses to create more successful and customer engagement-focused marketing strategies, as well as an empirical contribution to the development of sustainable marketing and digital marketing studies.
In recent years, Indonesia's beauty sector has advanced significantly. According to the official Indonesian website, the number of businesses in this sector increased from 819 units in 2021 to 913 units in 2022 and then to a range of 1,010 to 1,039 units in 2023, based on data from the Food and Drug Supervisory Agency (BPOM).go.id.
Driven by market enthusiasm and more active company players, this good trend is expected to continue beyond 2024, with forecasts that the number of enterprises might surpass 1,200 units. This development makes it abundantly evident that the cosmetics industry is going through a period of rapid growth and intensifying rivalry; therefore, a steady marketing strategy and active engagement on social media platforms are essential to influencing consumer purchase patterns.
At the local level, Cirebon City proves to be a very promising market for the beauty business. According to the official statistics that is currently available, the population of Cirebon City is approximately 344,851 as of mid-2024, while the surrounding territory, known as Cirebon Regency, has a population of over 2.38 million. Because of its demographic makeup, Cirebon is a major hub for consumption and economic activities in the Ciayumajakuning region.
Further information reveals that over 65.87% of Cirebon City's population is between the ages of 15 and 59, which is considered the productive age. As a result, the consumption habits of this younger generation have a significant impact on the growth of the city's beauty product market. Because of this, all businesses, including The Body Shop, must create a more innovative, value-added, and marketing strategy that satisfies the demands of modern consumers.
One of the global cosmetics companies that has long been acknowledged as a pioneer of ecological, ethical, and eco-friendly products is The Body Shop. With global sales of €945 million, the brand oversees over 2,000 outlets across 50 countries, proving its dominance in the global market. (Lita Qory Diana et al., 2024).
Customers in Indonesia are picking beauty goods more wisely as a result of growing public awareness of environmental issues such plastic waste, the use of dangerous chemicals, and animal testing. illustrates how consumers' choice of sustainable products is influenced by these different ecological challenges. In particular, Generation Z is recognized for being the most engaged in the digital world and for having a strong concern for environmental issues. Customers consider a brand's ethical and sustainable ideals in addition to its products. (Dwi Arviana and others, 2024)
1. The Triple Bottom Line Theory (Elkington, 1997): The three pillars of sustainability-profit, people, and planet-must be considered in green marketing strategies, according to the Triple Bottom Line (TBL) philosophy. This idea is evident in The Body Shop's dedication to cruelty-free, ethical sourcing, and packaging waste reduction. Therefore, consumers' ethical attitudes are shaped by green marketing, and this influences their purchase decisions.
2. Engagement Theory (Brodie et al., 2011; Hollebeek, 2014): According to engagement theory, customers who interact with a brand on a cognitive, emotional, and behavioral level will be more loyal and likely to make purchases. Using the COBRA model, Trunfio & Rossi (2021) clarify that social media consumption, contribution, and creative activities - all of which are very consistent with consumer behavior - are how involvement emerges.
3. Theory of Planned Behavior (Ajzen, 1991): According to TPB, attitudes, subjective standards, and perceived behavioral control all have an impact on purchasing decisions. While social media participation reinforces digital social norms through reviews, influencers, and e-WOM, green marketing cultivates a favorable attitude toward environmentally responsible items.
Creswell (2014) This study employs an associative quantitative approach, a type of research methodology that seeks to quantitatively and scientifically examine the link between variables. Associative quantitative research uses numerical data processing to objectively assess the relationship or influence between independent and dependent variables. This method was applied in this study to examine the impact of social media engagement (X2) and green marketing (X1) on purchase decisions (Y) among Cirebon City customers who use The Body Shop goods.
[Isi bagian Hasil dan Diskusi mencakup Descriptive Statistics, Validity Test, Reliability Test, Classic assumption test, Multiple Linear Regression Test, Hypothesis Test, A. F test, B. Coefficient of Determination (R2), dan pembahasan rinci mengenai pengaruh Green Marketing dan Social Media Engagement terhadap Purchase Decisions seperti dalam dokumen sumber]
Green marketing has a favorable and substantial impact on consumers' decisions to buy The Body Shop products in Cirebon City, according to the findings of data analysis and conversations that have taken place. These results demonstrate that consumers' propensity to make purchases increases with how well they perceive a company's eco-friendly marketing strategies. Purchase decisions have been found to be significantly influenced by green marketing.
Purchase decisions have also been shown to be positively and significantly impacted by social media participation. Consumer interest and confidence in making purchases can be boosted by The Body Shop's high level of social media engagement, which includes interaction with content, involvement in digital campaigns, and two-way communication with businesses. This demonstrates that social media is crucial for building relationships between brands and customers in addition to serving as a promotion tool.
Purchase decisions are significantly influenced by social media participation and green marketing at the same time. A substantial explanation for the variation in customer purchase decisions can be found in the company's communicated sustainability ideals combined with a successful digital engagement strategy. Therefore, in addition to the product's functional features, consumers' perceptions of the product's value, brand image, and interaction experience also play a role in their choice to buy.