| dc.description.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. | en_US |
