GREEN MARKETING, CITRA MEREK, DAN PERAN MEDIA SOSIAL DALAM PEMBELIAN PRODUK EIGER PALANGKA RAYA : STUDI ANALISIS KUALITATIF
Green Marketing, Brand Image, And The Role Of Social Media In Purchase Of Eiger Palangka Raya Products: A Qualitative Analysis Study
DOI:
https://doi.org/10.59896/gara.v20i2.719Keywords:
green marketing, Brand Image, Purchasing DecisionAbstract
This study aims to gain a deep understanding of the implementation of Green Marketing, brand image formation, and the role of social media in influencing consumer purchasing decisions for Eiger products in Palangka Raya City. The background to this research is the increasing competition in the outdoor equipment industry along with the growing trend of a "back to nature" lifestyle, as well as changes in consumer behavior, which are increasingly concerned about environmental issues and actively utilizing social media as a source of information. This study uses a qualitative approach with descriptive methods, which aims to describe the phenomenon in depth without testing hypotheses. Data were obtained through interviews with management, employees, and consumers, thus providing a comprehensive picture of the conditions on the ground.
The results show that the implementation of Green Marketing has been effectively implemented through the use of environmentally friendly materials and reduced plastic use in operations. This strategy has been proven to provide added value and increase product appeal in the eyes of consumers. Eiger's brand image has also been positively formed as a quality and environmentally conscious brand, contributing to increased consumer trust and loyalty. Furthermore, social media platforms such as Instagram, TikTok, and Facebook play a significant role in disseminating information, shaping perceptions, and serving as primary references before consumers make purchases
References
Amzul, T. A. A., Purnomo, S. Y., Gunawan, L., Prihatni, A., Gunawan, L., & Daeli, H. P. D. (2024). Strategi manajemen inovasi dalam mempertahankan daya saing di pasar global. Jurnal Tadbir Peradaban, 4(3), 475-482.
Arimbawa, I. G. S., & Ekawati, N. W. (2017). Pengaruh penerapan green marketing terhadap citra merek dan keputusan pembelian produk (Doctoral dissertation, Udayana University).
Asrulla, A., & Anwar, K. (2024). Membangun competitive advantage sekolah dalam menghadapi tantangan globalisasi. Jurnal Genta Mulia, 15(2), 1-10.
Herawati, N. A., Nay, G. K., Aparato, M., & Dwiarta, I. M. B. (2025). Peran media sosial sebagai strategi digital marketing dalam mengubah perilaku konsumen. Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital, 2(2), 17-30.
Putri, Y. A., Sulbahri, R. A., & Kusuma, G. S. M. (2023). Pengaruh Strategi Green Marketing Terhadap Kinerja Keuangan Dan Non-Keuangan Perusahaan. Akuntansi Dan Manajemen, 18(1), 33-50.
Raghil, M., & Riofita, H. (2024). Dampak media sosial terhadap keputusan pembelian konsumen di e-commerce. Journal Economic Excellence Ibnu Sina, 2(4), 202-211.
Saba, A. A. (2024). Dampak globalisasi ekonomi pada pertumbuhan usaha kecil dan menengah di indonesia. JMEB Jurnal Manajemen Ekonomi & Bisnis, 2(02), 52-58.
Sefthian, S., & Asbari, M. (2025). Peran Media Sosial dalam Komunikasi Bisnis di Era Ekonomi Digital. Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis, 2(1), 29-36.
Taali, M., & Maduwinarti, A. (2024). Green marketing. PT. Sonpedia Publishing Indonesia.
Yusran, H. L., Khotijah, N., Judijanto, L., Apriyanto, A., Kushariyadi, K., Hidayah, N., & Kusumastuti, S. Y. (2025). Perilaku Konsumen:: Membangun Strategi Pemasaran. PT. Sonpedia Publishing Indonesia.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Dea Sintani, Rinto Alexandro, Dewi Rakhmawati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
