Analisis Strategi Komunikasi Pemasaran Hijau Produk The Body Shop di Sun Plaza Medan

Abstract

This research is entitled "Analysis of Green Marketing Communication Strategy for The Body Shop Products in Sun Plaza Medan". The purpose of this study is to find out how the green marketing communication strategy is carried out by The Body Shop Sun Plaza Medan. The theories used in this research are marketing communications, green marketing, STP (Segmenting, Targeting, Positioning), and SWOT Analysis. This study uses a qualitative approach with descriptive research methods. Informants in this study amounted to seven people. Data collection techniques used were interviews, observation, and literature studies. The data that has been collected will be analyzed using condensation techniques, presenting data, and drawing conclusions. Test the validity of the data is done by using triangulation. The results of the study shows that The Body Shop Sun Plaza Medan is intensively carrying out green marketing communications through the programs they created. One of the green marketing communication programs that has been carried out by The Body Shop Sun Plaza Medan is the "Bring Back Our Bottles" program. In this program The Body Shop Sun Plaza Medan urges consumers to return empty packaging of The Body Shop products that are no longer used so they can be recycled. This program has also succeeded in helping increase consumer awareness of the environment. It is proven by The Body Shop Sun Plaza Medan being able to collect 1000 empty packages per month.